Examining the factors influencing adoption of over the top (OTT) services among Indian consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Som Sekhar Bhattacharyya ◽  
Shaileshwar Goswami ◽  
Raunak Mehta ◽  
Bishwajit Nayak
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Structural Model ◽  
Reliability And Validity ◽  
Adoption Process ◽  
Media Industry ◽  
Content Type ◽  
Content Quality ◽  
Use Of Technology ◽  
Over The Top

Purpose The purpose of this paper is to identify and predict the key factors that influenced the usage intention of over the top (OTT) services by consumers. This was done by applying the modified unified theory of acceptance and use of technology 2 (UTAUT2) model. Design/methodology/approach An online survey questionnaire assessed the proposed motivational factors for the adoption of OTT services. Confirmatory factor analysis and structural equation modelling were conducted on collected data (n = 598) to demonstrate the reliability and validity of the measurement and structural model. Findings The model consisted of nine factors, namely, value expectancy (VE), ease of effort (EE), social influence (SI), favourable infrastructure conditions (FIC), hedonistic motivation for usage (HMU), favourable economic position (FEP), content quality (CQ), habitual behaviour (HB) and security conditions (SC). SC, VE, SI, HB and EE were the antecedent variables. FEP, CQ and FIC were the mediating variables and HMU was the dependant variable. SI and CQ of OTT services were positively associated with HMU of OTT services, FEP had no significant effects on HMU. The results also supported the explanatory strength and predictability of UTAUT2 as a model. It further extended UTAUT2 boundaries and paved the way for an extended UTAUT2 model to be developed. Originality/value The promising role of OTT services in the entertainment and media industry had gained consumer attention, however, limited empirical investigations had been conducted on explicating how user attitude and usage intention were shaped regarding the use of OTT services in the Indian context. This study served as one of the first attempts to empirically examine the adoption process, with implications for the HMU regarding OTT services. This was one of the first studies to extend the UTAUT2 theoretical model.

Understanding the emergence of wearable devices as next-generation tools for health communication

2016 ◽  
Vol 29 (4) ◽  
pp. 717-732 ◽  
Author(s):  
Eunil Park ◽  
Ki Joon Kim ◽  
Sang Jib Kwon
Keyword(s):  
Technology Acceptance ◽  
Structural Equation ◽  
Online Survey ◽  
Structural Model ◽  
Reliability And Validity ◽  
Wearable Devices ◽  
Motivational Factors ◽  
Equation Modeling ◽  
Adoption Process ◽  
Content Type

Purpose The purpose of this paper is to identify motivational factors for using wearable healthcare devices and examine the process by which these factors are integrated with the technology acceptance model (TAM) and contribute to the adoption of the devices. Design/methodology/approach An online survey assessed the proposed motivational factors for the adoption of wearable healthcare devices. Confirmatory factor analysis and structural equation modeling were conducted on collected data (n=877) to demonstrate the reliability and validity of the measurement and structural model. Findings Perceived control and interactivity of wearable healthcare devices as well as users’ innovative tendencies are positively associated with usage intention, while perceived cost has no significant effects on user intention to use the devices. The results also supported the explanatory strength and predictability of TAM. Originality/value Although the promising role of wearable devices in healthcare industries has gained much consumer attention, limited empirical investigations have been conducted on explicating how user attitude and usage intention are shaped regarding the devices. This study serves as one of the first attempts to empirically examine the adoption process, with implications for the future usage of wearable technology in the healthcare context.

Sport content and virtual reality technology acceptance

2019 ◽  
Vol 10 (1) ◽  
pp. 83-103
Author(s):  
Reinhard E. Kunz ◽  
James P. Santomier
Keyword(s):  
Virtual Reality ◽  
Empirical Study ◽  
Technology Acceptance ◽  
Influencing Factors ◽  
Structural Equation ◽  
Consumer Acceptance ◽  
Equation Modeling ◽  
Content Type ◽  
Content Quality ◽  
Use Of Technology

PurposeNotwithstanding the dynamics of digital transformation and its relevance for revenue generation in the entertainment industry, empirical research that focused on consumer behavior at the intersection of sport content and media technology acceptance is limited. Virtual reality (VR) is a re-emerging and nowadays commercially available technology that impacts sport consumed through media. The purpose of this paper is to investigate the consumer acceptance of VR technology and highlight the effects of content quality and flow experience as influencing factors of behavioral intention.Design/methodology/approachBased on a literature review, the authors constructed and empirically tested a model that extends the unified theory of acceptance and use of technology (UTAUT2) by considering additional antecedent factors. Participants (N=570) in the empirical study viewed sport content via VR technology (Sport VR) and completed a survey before and after viewing. The authors conducted factor analysis and structural equation modeling.FindingsThree UTAUT2 influencing factors, i.e., performance expectancy, social influence and hedonic motivation, showed significant effects. Furthermore, flow and content quality had positive indirect effects. Thus, the quality of sport content and the state of flow that users experience when immersed in a VR environment are relevant factors that determine the performance expectations of consumers and their Sport VR usage intention.Originality/valueThis empirical study contributes to knowledge on consumer acceptance of a hedonic technology in a sport media context. Moreover, two factors extended the established UTAUT2 model.

Exploring the influence of electronic word-of-mouth on tourists’ visit intention

2015 ◽  
Vol 17 (4) ◽  
pp. 381-395 ◽  
Author(s):  
Ping Wang
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Structural Model ◽  
Source Credibility ◽  
Information Source ◽  
Dual Process ◽  
Electronic Word Of Mouth ◽  
Content Type ◽  
Process Perspective

Purpose – The purpose of this study is to explore the influence of electronic word-of-mouth (eWOM) on outbound tourists’ intention to visit a destination through a dual-process perspective – the central route of argument quality (AQ) and the peripheral route of source credibility (SC). With the pervasion of Web 2.0 and information and communication technology, user-generated content (UGC) has become popular in the online environment, and it affects consumers’ decisions greatly. Design/methodology/approach – A structural model based on Elaboration Likelihood Model (ELM) and theory of planned behavior (TPB) is proposed in this study to explore the influence of eWOM on outbound tourists’ intention to visit a destination. Empirical data were collected among Chinese outbound tourists via an online survey. The data were analyzed using structural equation model with SPSS Amos 22.0. Findings – The research results indicate that tourist’s attitude toward a destination was positively influenced by AQ of eWOM, and intention to recommend the destination before travel was positively influenced by attitude toward destination and SC of destination-related eWOM. Outbound tourists’ intention to visit a destination was positively determined by AQ, attitude toward destination and WOM intention. Several practical and theoretical implications are also discussed in the study. Originality/Value – This study contributed to the understanding of individual’s decision-making through a dual-process perspective. Findings indicate that the dual influence process delineated in theory of ELM is also applicable to explain individual’s decision in complicated information source.

The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Giada Mainolfi ◽  
Donata Tania Vergura
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Adoption Process ◽  
Content Type ◽  
Fashion Products ◽  
Binational Study ◽  
Positive Word Of Mouth ◽  
The Impact ◽  
Practical Implications

PurposeThe study aims to contribute to the knowledge on the role of the fashion bloggers in the product adoption process in both advanced and emerging markets. Specifically, the study investigates the impact of credibility, engagement and homophily on intentions to buy fashion products recommended by the blogger.Design/methodology/approachThe empirical research builds on an online survey with a sample of 402 consumers (189 Italian and 213 Taiwanese). The proposed model was tested through structural equation modeling.FindingsResults showed that homophily and the fashion blogger credibility positively influenced the engagement within the blog. Moreover, perceived similarity with the other blog's followers (homophily) and a higher engagement with the blog both translated in a stronger intention to buy the sponsored products and to spread a positive word-of-mouth about the fashion blogger.Practical implicationsThe study has practical implications since it identifies strategic suggestions for both companies that create partnerships with famous fashion bloggers and bloggers who have turned their diary-style websites into a business.Originality/valueThe study contributes to a better understanding of the influence exerted by blog engagement on intentions to follow blogger's recommendations. The study also examines credibility and homophily as antecedents of engagement, which have not been extensively researched in the past with respect to blogs.

The nexus of information sharing, technology capability and inventory efficiency

2020 ◽  
Vol 33 (4) ◽  
pp. 327-351
Author(s):  
Yudi Fernando ◽  
Ahmed Zainul Abideen ◽  
Muhammad Shabir Shaharudin
Keyword(s):  
Supply Chain ◽  
Information Sharing ◽  
Structural Equation ◽  
Online Survey ◽  
Structural Model ◽  
Manufacturing Firms ◽  
Equation Modeling ◽  
Inventory Level ◽  
Content Type ◽  
It Capabilities

Purpose This paper aims to examine the effect of inventory information sharing on inventory efficiency and its intervening effect of information technology (IT) capability in manufacturing firms. Design/methodology/approach Stratified random sampling and filter questions selected targeted respondents, and an online survey collected 124 completed questionnaires from Malaysian manufacturing firms. partial least squares structural equation modeling (PLS-SEM) examined the structural model and hypothesis statement. An analysis of importance-performance map analysis (IPMA) test identified the relative importance drivers of inventory efficiency. Findings The findings showed that enhanced IT capabilities in manufacturing firms mediate a positive relationship between inventory sharing and inventory efficiency. Research limitations/implications This study portrays the relationship between inventory level, demand and information sharing. The research was carried out only within Malaysian manufacturing firms. Practical implications These findings will enable the management of manufacturing firms to design and visualise their inventory levels and share best practices across supply chain networks to achieve effective and optimised inventory planning. Social implications This study illustrates an intervention model that offers a direct and indirect impact of IT capabilities that allow scholars to close inventories productivity gaps in research. Originality/value This paper extends the limited literature on the sharing of inventory information and inventory productivity, notably from a strategic management perspective. The findings help scholars clearly understand the information systems capability and its mediating impact on information sharing and inventory efficiency’s relationship in the manufacturing sector. Moreover, demand information sharing affected the dynamic supply chain.

From owning to sharing: understanding the emergence of social sharing services

2017 ◽  
Vol 51 (2) ◽  
pp. 102-115 ◽  
Author(s):  
Heetae Kim ◽  
Kyu Ha Choi ◽  
Ki Joon Kim ◽  
Eunil Park
Keyword(s):  
Technology Acceptance ◽  
Structural Equation ◽  
Online Survey ◽  
Structural Model ◽  
Motivational Factors ◽  
Equation Modeling ◽  
Privacy Concern ◽  
Car Sharing ◽  
Content Type ◽  
Social Sharing

Purpose The purpose of this paper is to identify the motivational factors that help shape user perceptions of and attitudes toward car-sharing services and develop a research model that integrates these factors with the technology acceptance model to explicate car sharing’s adoption pattern. Design/methodology/approach An online survey was administered to examine the role of proposed motivational factors for the adoption of wearable healthcare devices. Confirmatory factor analysis and structural equation modeling were conducted on collected data (n=638) to demonstrate the reliability and validity of the measurement and structural model. Findings Perceived reliability, compatibility, and enjoyment of car-sharing services as well as users’ innovative tendencies are positively associated with usage intention. However, users’ privacy concern and perceived cost of using the services are found to have no significant effects on the adoption of the services. Originality/value While the recent advent of mobile communication devices and services has increased access to social sharing-based platform services such as car sharing, this study provides a research framework that helps to understand how various psychological factors contribute to the adoption of a social-sharing service.

A structural equation model for enhancing effectiveness of engineering, procurement and construction (EPC) major projects

2018 ◽  
Vol 25 (9) ◽  
pp. 1226-1252 ◽  
Author(s):  
Mohamed Aldhaheri ◽  
Amal Bakchan ◽  
Maqsood Ahmad Sandhu
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Structural Model ◽  
Oil And Gas ◽  
Oil And Gas Industry ◽  
End Users ◽  
Equation Modeling ◽  
Planning Stage ◽  
Content Type ◽  
Product Success

Purpose The purpose of this paper is to define and analyze causal factors shaping the effectiveness of engineering, procurement and construction (EPC) major projects in meeting the product objectives, from the end-user’s perspective. Design/methodology/approach An online survey questionnaire was developed and administered to end-users working in major oil and gas projects. Data collection process was initiated on, around 275 end-users, and 213 responses were received, achieving a high response rate of 77 percent. Findings The results indicate that both alignment of objectives and end-user’s engagement factors exhibit a positive influence on effectiveness of EPC, with the former having higher contribution than the latter. In this context, the product success triangle reveals higher preference of the end-user’s team toward quality than schedule and cost objectives. Research limitations/implications Shifting the efforts of involving the end-user forward in time, starting from the planning stage, alleviates the adverse impacts of design changes as well as increases the ability to save cost, improve performance and increase end-user’s satisfaction. Practical implications The model raises the awareness of oil and gas industry practitioners toward the critical factors influencing the project effectiveness and proposes useful techniques for maintaining proper alignment between project and product objectives as well as facilitating end-user’s engagement at the site level. As such, it can serve as a motivation tool for aligning the objectives and acknowledging the engagement, with the aim of achieving the product success. Originality/value The effectiveness of EPC structural model was developed and tested using PLS–structural equation modeling statistical technique. The interpretation of the structural model demonstrated that both end-user’s engagement and alignment of objectives are essential to successfully achieve project effectiveness.

scholarly journals A unified perspective on the adoption of online teaching in higher education during the COVID-19 pandemic

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amit Mittal ◽  
Archana Mantri ◽  
Urvashi Tandon ◽  
Yogesh K. Dwivedi
Keyword(s):  
Structural Equation ◽  
Online Teaching ◽  
Online Survey ◽  
Faculty Members ◽  
Equation Modeling ◽  
Online Classes ◽  
Facilitative Leadership ◽  
Content Type ◽  
Use Of Technology ◽  
Before And After

Purpose The study aims to develop a theoretical model that highlights the determinants of the adoption of online teaching at the time of the outbreak of COVID-19. This study adopted a time-series analysis to understand the factors leading to the adoption of online teaching. Design/methodology/approach Empirical data were gathered from 222 university faculty members by using an online survey. In the first phase, data were collected from those faculty members who had no experience of conducting online classes but were supposed to adopt online teaching as a result of the COVID-19 pandemic and subsequent lockdown. After two weeks, a slightly modified questionnaire was forwarded to the same group of faculty members, who were conducting online classes to know their perception regarding the adoption and conduct of online teaching. Findings Both the proposed conceptual frameworks were investigated empirically through confirmatory factor analysis and structural equation modeling. Significant differences were found in the perceptions of faculty members regarding before and after conducting classes through online teaching. Originality/value This study contributes to the literature by presenting and validating a theory-driven framework that accentuates the factors influencing online teaching during the outbreak of a pandemic. This research further extends the unified theory of acceptance and use of technology by introducing and validating three new constructs, namely: facilitative leadership, regulatory support and project team capability. Based on the findings, practical insights are provided to universities to facilitate adoption, acceptance and use of online teaching during a health-care emergency leading to campus lockdowns or the imposition of restrictions on the physical movement of people.

Mobile payments adoption – introducing mindfulness to better understand consumer behavior

2020 ◽  
Vol 38 (7) ◽  
pp. 1575-1599
Author(s):  
Carlos Flavian ◽  
Miguel Guinaliu ◽  
Yuntao Lu
Keyword(s):  
United States ◽  
Structural Equation ◽  
Online Survey ◽  
New Technologies ◽  
The United States ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Mobile Payment ◽  
Adoption Process ◽  
Content Type

PurposeWith the popularity of mobile devices and new technologies, such as NFC, mobile payment, which is taking the place of credit cards and cash as the chief payment method, is attracting more and more attention. Thus, this paper aims to investigate the main determinants of mobile payment use intention and proposes a model of mobile payment adoption, integrating mindfulness as a major factor.Design/methodology/approachData for the study were collected through an online survey of a representative sample of 414 users in the United States and 380 in Spain. Structural equation modelling (SEM) was used to verify the validity of the variables and the relationships among them.FindingsThe results showed that mindfulness, perceived ease of use, perceived usefulness, subjective norms and attitude have significant influence on mobile payment use intention.Research limitations/implicationsThe present study is based on samples from only the United States and Spain, which limits generalization of the results. The notion of mindfulness is new in mobile payment adoption research, so future studies should analyze in more detail and in depth its effect on these adoption processes.Originality/valueThis is the first study to incorporate mindfulness into a mobile payment adoption process. Incorporating mindfulness complements traditional variables to show how users address the adoption process (e.g. novelty seeking, engagement, anxiety, attention paid).

Exploring market-oriented relations in the digital era

2020 ◽  
Vol 24 (1) ◽  
pp. 65-82
Author(s):  
Suk Chong Tong ◽  
Fanny Fong Yee Chan
Keyword(s):  
Public Relations ◽  
Digital Media ◽  
Structural Equation ◽  
Online Survey ◽  
Structural Model ◽  
Equation Modeling ◽  
Content Type ◽  
Media Usage ◽  
Positive Effects ◽  
Digital Era

PurposeMarket-oriented relations has been regarded as a kind of public relations practices widely performed by the practitioners of public relations and marketing. This study attempts to discuss market-oriented relations in the digital era in which public relations and marketing practitioners' involvement in managing market-oriented relations was simultaneously related to their perceptions of interactivity effects, value of public relations and benefits of digital media usage in public relations practices.Design/methodology/approachA self-administrated online survey targeting 241 practitioners engaged in coordinating public relations activities in Hong Kong was conducted in 2017.FindingsStructural equation modeling (SEM) analysis showed that practitioners' involvement in market-oriented relations practices had significant positive effects on their perceptions of interactivity effects, value of public relations and benefits of digital media usage. Practitioners' perceptions of interactivity effects and benefits of digital media usage were positively affected by their perceptions of public relations value, particularly public relations effectiveness. Clients' profitability and business intelligence, as well as interactivity effects in terms of involvement and perceived customization were practitioners' key concerns in managing market-oriented relations.Originality/valueThis study explores how practitioners of public relations and marketing perceived and practiced public relations in the digital era. Specifically, the conception of market-oriented relations in regard to the use of digital media was discussed in the proposed structural model.

Sign in / Sign up

Export Citation Format

Share Document