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INTEGRATING PERCEIVED VALUE AND TECHNOLOGY ACCEPTANCE MODEL ON FUTURE USE OF STREAMING VIDEO ON DEMAND

Amalia Rakhmawati 1*., Fransiska Lucyana Pandjaitan 2 *., Mariska Srihardianti 3 *

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ABSTRACT

The Technology Acceptance Model (TAM) has lately been utilized in a number of studies to investigate why people reject or adopt new technologies, for various purposes in fulfilling needs and desires. This research chose the appropriate type, namely quantitative, by taking 100 respondents to avoid invalid questionnaire results. The measurement and structural models were tested using partial least squares structural equation modeling (PLS-SEM). PLS-SEM is appropriate for use with nonnormal data, small sample sizes, for research designed to predict key variables and when the model tested contains multiple- and single-item measures and both formative and reflective measures.  Based on the results of this research, the most important thing is that a phenomenon or picture is obtained that many people intend to use more activities with video streaming applications, not solely because of their perception of convenience and value for money. Then, the usability of video streaming applications is directly influenced by the ease of application and there is a mediating effect from attitudes towards use on the relationship between perceived benefits and future use. Furthermore, ease of use of streaming video on demand applications does not have a clear relationship with attitudes towards using streaming video on demand and there is no mediating effect of attitude of use on the relationship between perceived ease of use and future use. Customers pay more attention to app usability factors to decide whether to continue using the app in the future. It should be emphasized that, convenience and value for money do not influence the future use of video streaming applications.

Keyword : integrating, perceived value, technology acceptance model, future use, streaming video, demand