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Tunyawat Jitpaisarnwattana. Perceived enjoyment and subscription of video on demand : the moderating roles of trialability and social influence. Master's Degree(Business Innovation). Thammasat University. Thammasat University Library. : Thammasat University, 2021.
Perceived enjoyment and subscription of video on demand : the moderating roles of trialability and social influence
keyword:
Subscription video on demand
Abstract:
In recent years, the increasing popularity of Subscription Video-On-Demand or SVOD platforms has changed Thai audiovisual consumption. One of the most influential models used for examining user acceptance is the Technology Acceptance Model or TAM. This study adopts TAM as a baseline model and extends the theoretical framework by incorporating the trialability from the Diffusion of Innovation Theory and social influence from the Theory of Reasoned Action by identifying the moderating effect of those variables. The purpose of this study is to examine the influence of perceived enjoyment ontheattitude toward SVOD and intention to subscribe as well as to test the moderating effect of trialability and social influence. For this purpose, 276 respondents in Thailand were contacted. Confirmatory Factor Analysis (CFA) was used to perform reliability and model fit, and Structural Equation Modelling (SEM) was used to test the research hypothesis.The findings revealed that perceived enjoyment is positively related to attitude and attitude has a positive impact upon the intention to subscribe. Moreover, trialability strengthens the relationship between attitude and intention to subscribe, while social influence negatively moderates to the attitude and intention to subscribe. The findings have contributed to the linkage of TAM with other theories and contributed important implications for managerial decisions on the video on demand marketing strategies
Thammasat University. Thammasat University Library
Address:
BANGKOK
Email:
preserv@tu.ac.th
Name: Thanyaporn Soontornthum
Role:
advisor
Created:
2021
Modified:
2023-11-22
Issued:
2023-11-22
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Business Administration
Level: Master's Degree
Descipline: Business Innovation
Grantor: Thammasat University
©copyrights Thammasat University
RightsAccess:
ใช้เวลา
0.029083 วินาที
Tunyawat Jitpaisarnwattana
| Title | Contributor | Type |
|---|---|---|
| Perceived enjoyment and subscription of video on demand : the moderating roles of trialability and social influence
มหาวิทยาลัยธรรมศาสตร์ Tunyawat Jitpaisarnwattana | Thanyaporn Soontornthum | วิทยานิพนธ์/Thesis |
Thanyaporn Soontornthum