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This study aims at evaluating the applicability of the Theory of Planned Behaviour (TPB) model in predicting user acceptance of online video services. Few studies have applied the TPB model within this context, even though the model has proven to be effective in predicting technology adoption in many other contexts. Validating the TPB model would improve the understanding of both academics and practitioners of the most influential antecedents of user acceptance for this particular technology. Past studies have demonstrated the importance of integrating user needs and behaviour as a requirement for building successful user-centric online services. This study investigates the effects of attitude towards use, subjective norm and perceived behavioural control on intention to use online video and television services. Confirmatory Factor Analysis and Structural Equation modelling were used as the main statistical procedures for data analysis. A sample of 310 participants was gathered from online forums via a link to the questionnaire. The results of the study confirm that the TPB model is viable in predicting user acceptance of online video and television services. The findings also reveal that perceived behavioural control is the highest contributor to predicting intention to use online video and television services. Attitude toward use and subjective norm are found to have moderate predictive power, mostly because online video services present obvious benefits to users and are consumed privately. One important implication of this study is that practitioners should focus on the aspects of a website that can decrease the inhibitors of perceived behavioural control such as perceived lack of skills or lack of trust in the medium. Providing a safe and user-friendly environment may be one way to improve perceived behavioural control. The main limitation of this study is the younger age of the sample (less than 40 year-old), although market data seems to suggest that users of online video and television services fall into this range.
Keywords:
free and open source software, e-learning systems, software quality, multi-criteria evaluation tool, analytical hierarchy process, novice user, developing country
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