Predicting IPTV usage : an SEM approach

Kampmann, M.W. (2009) Predicting IPTV usage : an SEM approach.

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Abstract:To get a better understanding of the factors underlying the adoption of a new technology like Internet Protocol Television, two structural equation models (SEM) with different theoretical backgrounds were used in this study. The Unified Model of Acceptance and Use of Technology (UTAUT) was used to give insight into the role of performance and effort expectancies, while the Model of Media Attendance contributed by focusing on behavioral mechanisms like habit, experience and self-efficacy. In most studies both models were primarily used to explain existing use behavior. In contrast the main interest of this study was the intention of future behavior, as actual behavior can not be measured for a technology that is not yet adopted. To reflect this both models had to be adjusted and factors only influencing actual usage of the technology were dropped. For the Model of Media Attendance the concept of counterintentional habit (viewing standard TV) was added on the basis of a literature study. 160 students of the University of Twente participated in an online survey to gather data for this study. The results do suggest that scales that are primarily used to explain media use may not be as reliable when used to predict media use. This severely limits the interpretability of this study
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
Link to this item:http://purl.utwente.nl/essays/59075
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