APJIS Asia Pacific Journal of Information Systems


The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Seung Hyun Kim

View full editorial board


Share this page

Current Issue

Date March 2021
Vol. No. Vol. 31 No. 1
DOI https://doi.org/10.14329/apjis.2021.31.1.17
Page 17~42
Title Just One More Episode: Exploring Consumer Motivations for Adoption of Streaming Services
Author Arun T M, Shaili Singh, Sher Jahan Khan, Manzoor Ul Akram, Chetna Chauhan
Keyword Subscription Video on Demand, UTAUT2, Standalone Streaming Service, Bundled Streaming Service
Abstract This study examines the adoption of subscription-based video on demand (SVOD) streaming services among consumers. Primarily, we explore the moderating effect of the two models of streaming services, standalone streaming services and bundled streaming services, on the users’ adoption. We employ the Unified Theory of Acceptance and Use of Technology (UTAUT2) model in this study. We utilize the data collected from 337 Indian respondents and find that all constructs of the UTAUT2 model act as motivators of adoption. Gender, age, and experience of the respondent also play a moderating role in the adoption of streaming services. We also find that providing bundled streaming service positively moderates price-value and hedonic motivation of adoption. The study is perhaps the first of its kind that aims to understand the motivations for adoption of SVOD services, particularly in the Indian context, which has the fastest growing base of internet users in the world.

Home     l      Site Map      l       Abstracting/Indexing      l      FAQ      l      Publisher      l       Contact Us     l       Admin Login

© 2013 The Korean Society of Management Information Systems. All rights reserved.