Understanding motivations to use online streaming services : integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT)

Purpose: The outbreak of the Coronavirus (COVID-19) pandemic and its preventative social distancing measures have led to a dramatic increase in subscriptions to paid streaming services. Online users are increasingly accessing live broadcasts as well as recorded video content and digital music services through Internet and mobile devices. In this context, this study explores the individuals’ uses and gratifications from online streaming technologies during COVID-19. Design/Methodology/Approach: This research has adapted key measures from the ‘Technology Acceptance Model’ (TAM) and from the ‘Uses and Gratifications Theory’ (UGT) to better understand the individuals’ intentions to use online streaming technologies. A structural equations partial least squares’ (SEM-PLS 3) confirmatory composite approach was used to analyze the gathered data. Findings: The individuals’ perceived usefulness and ease of use of online streaming services were significant antecedents of their intentions to use the mentioned technologies. Moreover, this study suggests that the research participants sought emotional gratifications from online streaming technologies, as they allowed them to distract themselves into a better mood, and to relax in their leisure time. Evidently, they were using them to satisfy their needs for information and entertainment. Research implications: This study contributes to the academic literature by generating new knowledge about the individuals´ perceptions, motivations, and intentions to use online streaming technologies to watch recorded movies, series, and live broadcasts. Practical implications: The findings imply that there is scope for the providers of online streaming services to improve their customer-centric marketing by refining the quality and content of their recorded programs, and through regular interactions with subscribers and personalized recommender systems. Originality/Value: This study integrates the TAM and UGT frameworks to better understand the effects of the users’ perceptions, ritualized and instrumental motivations on their intentions to continue watching movies, series and broadcasts through online streaming technologies, during COVID-19.

目的：新冠病毒（COVID-19）大流行及其预防性的社交距离措施导致付费流媒体服务的订阅量急剧上升。在线用户越来越多地通过互联网和移动设备访问现场直播以及录制的视频内容和数字音乐服务。在此背景下，本研究旨在探讨COVID-19期间个体对在线流媒体技术的使用和满足感。设计/方法论/方法：本研究借鉴了‘技术接受模型’（Technology Acceptance Model，简称TAM）和‘使用与满足理论’（Uses and Gratifications Theory，简称UGT）的关键指标，以更好地理解个体使用在线流媒体技术的意图。采用结构方程部分最小二乘法（Structural Equations Partial Least Squares，简称SEM-PLS 3）的验证复合方法来分析收集到的数据。发现：个体对在线流媒体服务有用性和易用性的感知是他们使用这些技术的意图的重要前因。此外，本研究表明，参与者通过在线流媒体技术寻求情感满足，因为这些技术使他们能够从日常生活中抽离，以更佳的心情放松休闲时光。显而易见，他们使用这些服务来满足其信息与娱乐需求。研究启示：本研究通过产生关于个体对观看录制电影、电视剧和现场直播的在线流媒体技术的感知、动机和意图的新知识，为学术文献做出了贡献。实践启示：研究结果暗示，在线流媒体服务提供商可以通过提升录播节目的质量和内容、通过定期与订阅者互动以及个性化推荐系统，来拓宽以客户为中心的营销策略。原创性/价值：本研究整合了TAM和UGT框架，以更深入地理解用户感知、仪式化和工具性动机对其在COVID-19期间继续通过在线流媒体技术观看电影、电视剧和直播的意图的影响。