TY - GEN
T1 - Do I want to pay to download movies? Predicting acceptance of legal online movie download services
AU - Ryu, Sunghan
AU - Park, Byungho
AU - Im, Hyunsuk
AU - Hong, Jonghyun
AU - Lee, Junyeong
PY - 2012
Y1 - 2012
N2 - This study attempts to broaden our understanding of the nature and characteristics of legal online movie download services by comparing them to other types of online services, and more importantly, explore factors that influence consumers' acceptance of these legal online movie download services. In order to accomplish this, four aspects of the legal online movie download service (common, information system, entertainment and legal) have been identified and verified, using theory of planned behavior (TPB) and technology acceptance model (TAM) as the theoretical framework. Results show that the information aspect (perceived usefulness and perceived ease of use) and entertainment aspect (perceived playfulness) have significant relationship with attitude toward the service, while legal aspect (risk aversion) affects subjective norm related to accepting the service. Results show that attitude and subjective norm have impact on intent to adopt the movie download service while perceived behavioral control, which is seen as an important factor for other online service adoption, did not demonstrate any significant relationship with behavioral intent. Interpretation of regression analysis and implication of the findings is discussed.
AB - This study attempts to broaden our understanding of the nature and characteristics of legal online movie download services by comparing them to other types of online services, and more importantly, explore factors that influence consumers' acceptance of these legal online movie download services. In order to accomplish this, four aspects of the legal online movie download service (common, information system, entertainment and legal) have been identified and verified, using theory of planned behavior (TPB) and technology acceptance model (TAM) as the theoretical framework. Results show that the information aspect (perceived usefulness and perceived ease of use) and entertainment aspect (perceived playfulness) have significant relationship with attitude toward the service, while legal aspect (risk aversion) affects subjective norm related to accepting the service. Results show that attitude and subjective norm have impact on intent to adopt the movie download service while perceived behavioral control, which is seen as an important factor for other online service adoption, did not demonstrate any significant relationship with behavioral intent. Interpretation of regression analysis and implication of the findings is discussed.
UR - http://www.scopus.com/inward/record.url?scp=84863247574&partnerID=8YFLogxK
U2 - 10.1109/HICSS.2012.225
DO - 10.1109/HICSS.2012.225
M3 - Conference contribution
AN - SCOPUS:84863247574
SN - 9780769545257
T3 - Proceedings of the Annual Hawaii International Conference on System Sciences
SP - 3120
EP - 3128
BT - Proceedings of the 45th Annual Hawaii International Conference on System Sciences, HICSS-45
PB - IEEE Computer Society
T2 - 2012 45th Hawaii International Conference on System Sciences, HICSS 2012
Y2 - 4 January 2012 through 7 January 2012
ER -