Asia Pacific Journal of Information Systems (APJIS)

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Past Issue

Date	March 2021
Vol. No.	Vol. 31 No. 1
DOI	https://doi.org/10.14329/apjis.2021.31.1.17
Page	17~42
Title	Just One More Episode: Exploring Consumer Motivations for Adoption of Streaming Services
Author	Arun T M, Shaili Singh, Sher Jahan Khan, Manzoor Ul Akram, Chetna Chauhan
Keyword	Subscription Video on Demand, UTAUT2, Standalone Streaming Service, Bundled Streaming Service
Abstract	This study examines the adoption of subscription-based video on demand (SVOD) streaming services among consumers. Primarily, we explore the moderating effect of the two models of streaming services, standalone streaming services and bundled streaming services, on the users’ adoption. We employ the Unified Theory of Acceptance and Use of Technology (UTAUT2) model in this study. We utilize the data collected from 337 Indian respondents and find that all constructs of the UTAUT2 model act as motivators of adoption. Gender, age, and experience of the respondent also play a moderating role in the adoption of streaming services. We also find that providing bundled streaming service positively moderates price-value and hedonic motivation of adoption. The study is perhaps the first of its kind that aims to understand the motivations for adoption of SVOD services, particularly in the Indian context, which has the fastest growing base of internet users in the world.