Perceived enjoyment and subscription of video on demand: the moderating roles of trialability and social influence

In recent years, the increasing popularity of Subscription Video-On-Demand orSVOD platforms has changed Thai audiovisual consumption. One of the most influentialmodels 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 byincorporating the trialability from the Diffusion of Innovation Theory and social influencefrom the Theory of Reasoned Action by identifying the moderating effect of thosevariables. The purpose of this study is to examine the influence of perceived enjoymentontheattitude toward SVOD and intention to subscribe as well as to test the moderatingeffect of trialability and social influence. For this purpose, 276 respondents in Thailandwere contacted. Confirmatory Factor Analysis (CFA) was used to perform reliability andmodel fit, and Structural Equation Modelling (SEM) was used to test the researchhypothesis.The findings revealed that perceived enjoyment is positively related to attitudeand attitude has a positive impact upon the intention to subscribe. Moreover, trialabilitystrengthens the relationship between attitude and intention to subscribe, while socialinfluence negatively moderates to the attitude and intention to subscribe. The findingshave contributed to the linkage of TAM with other theories and contributed importantimplications for managerial decisions on the video on demand marketing strategies.