Understanding the Intention to Use Netflix: An Extended Technology Acceptance Model Approach

Cebeci, Ufuk; Ince, Oguzhan; Türkcan, Hülya

doi:10.32479/irmm.8771

Cited by 30 publications

(18 citation statements)

References 23 publications

(38 reference statements)

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“…There is an effect of PEOU on knowledge (RO4-H3a). This result reflects those of Cebeci et al (2019) in their research on understanding the intention to use Netflix, who also found that knowledge is related to both PEOU and PU. They are consistent with previous research (Bailey et al, 2017;Kim et al, 2010;Liu & Tai, 2016;Sá nchez-Prieto et al, 2017).…”

Section: Discussionsupporting

confidence: 85%

“…Mac Callum and Jeffrey (2013), who also found the study indicated that ICT (information and communications technology) abilities directly correlate with intentions to utilise mobile learning. Cebeci et al (2019) in their research on understanding the intention to use Netflix, found that knowledge is related to both PEOU and PU. Bailey et al (2017); Kim et al (2010); Liu and Tai (2016); Sá nchez-Prieto et al (2017) also found that knowledge is related to both PEOU and PU.…”

Section: Literature Reviewmentioning

confidence: 99%

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The Mediating Effect of Intention to Use on the Relationship between Mobile Learning Application and Knowledge and Skill Usage

Noor¹,

Mahmood²,

Zakaria³

2021

ASS

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Mobile learning (m-learning) has evolved as an alternative way of training delivery in a variety of businesses and sectors. Mobile device technology is continuously developing and improving, resulting in more mobile device use. In a corporate setting, the usage of mobile devices as learning aids has become a new delivery technique. Telekom Malaysia (TM) has also adopted this learning tool for staff training. This research has been conducted to determine the mediating effect of intention to use on the relationship between mobile learning applications and knowledge and skill usage. There are five objectives for this research. Hypotheses have been generated to be tested according to the Technology Acceptance Model (TAM) and Kirkpatrick Evaluation Model. The questionnaire was used for data collection. SmartPLS version 3.2.8 and IBM SPSS Statistics version 26 statistical software were used in the analysis. The finding revealed that there was an effect of perceived ease of use (PEOU) and perceived usefulness (PU) on TM employee knowledge and skill usage. In addition, the study also found there was a mediating effect of Intention to Use (ITU) on the relationship between PEOU and PU with TM employee knowledge and skill usage.

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Section: Discussionsupporting

confidence: 85%

Section: Literature Reviewmentioning

confidence: 99%

The Mediating Effect of Intention to Use on the Relationship between Mobile Learning Application and Knowledge and Skill Usage

Noor¹,

Mahmood²,

Zakaria³

2021

ASS

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“…This analysis is aligned with other published research on students' satisfaction with online teaching-learning models. Some of the earlier efforts also applied TAM models [15,16,35,39,45,46]. Others were validated through alternative organizational models, such as relational coordination [8,9,53].…”

Section: Discussionmentioning

confidence: 99%

Change of Processes in the COVID-19 Scenario: From Face-to-Face to Remote Teaching-Learning Systems

2021

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COVID-19 has accelerated digital transformation in teaching-learning environments. Universities based on face-to-face models have had to quickly adapt their processes to ensure the success of remote teaching-learning systems in the last months. The growing demand for technological resources has meant an effort to understand the requirements and variables that affect students’ acceptance, intention to use, and adoption of these tools. This study aims to analyze students’ acceptance of online processes adopted by universities because of the COVID-19 scenario. Although this study is based on a Technology Acceptance Model (TAM), it also considers other factors, such as perceived efficiency and satisfaction. A questionnaire was built and distributed to 313 students. The data were processed using the Structural Equation Model (SEM) method. The results indicate that 30.7% of the students improved their views of remote education using online systems. However, 49.9% of students do not believe that face-to-face teaching-learning education will be replaced by virtual teaching-learning education in the long term. Our findings confirm that the enriched TAM model built provides a useful theoretical approach to understanding and explaining users’ acceptance of remote learning environments when there is a need to rapidly migrate from face-to-face to online teaching-learning processes.

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“…However, the moderating effect of technology anxiety in the technology adoption domain has not been explored much. Cebeci et al (2019) reported that technology anxiety attenuates the positive effect of perceived usefulness on the attitude toward "Netflix"one of the global online streaming service retailers. Lin and Chang (2011) examined the moderating effect of technology readiness on the relationships between perceived usefulness, perceived ease of use, attitude and behavioral intention toward SSTs.…”

Section: Moderating Role Of Personality Traitsmentioning

confidence: 99%

Adoption of online streaming services: moderating role of personality traits

Bhatt¹

2021

IJRDM

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PurposeThe purpose of this paper is to study the adoption of online streaming services from the technology acceptance perspective. A conceptual model incorporating personality traits with the technology acceptance model (TAM) is proposed and tested to predict user's intention to use online streaming services. Apart from the direct effects of personality traits on TAM variables, the study also examines the moderating effect of personality traits on TAM relationships.Design/methodology/approachTo test the proposed model, a structured questionnaire was developed by adapting existing scales for the constructs to suit the online streaming services context. The data for the study were collected from online streaming services users in India. The model was tested using structural equation modeling using AMOS 18. Moderation analysis was performed using the PROCESS MACRO.FindingsThe findings suggest that perceived ease of use, subjective norms and technology anxiety affect intention to use online streaming services. Self-efficacy was found to affect perceived ease of use positively, and technology anxiety was found to have a negative effect on perceived usefulness. The results also evidenced the moderating role of self-efficacy and technology anxiety.Originality/valueThe paper explores the adoption of online streaming services from the technology acceptance perspective. Further, very few studies have examined the moderating role of personality traits in technology adoption. This paper attempts to fill this gap. It expands the understanding of technology adoption literature by assessing the direct as well as moderating effect of personality traits.

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Understanding the Intention to Use Netflix: An Extended Technology Acceptance Model Approach

Cited by 30 publications

References 23 publications

The Mediating Effect of Intention to Use on the Relationship between Mobile Learning Application and Knowledge and Skill Usage

The Mediating Effect of Intention to Use on the Relationship between Mobile Learning Application and Knowledge and Skill Usage

Change of Processes in the COVID-19 Scenario: From Face-to-Face to Remote Teaching-Learning Systems

Adoption of online streaming services: moderating role of personality traits

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