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

• Published in: Spanish Journal of Marketing - ESIC 2021-10, Vol.25 (2), p.217-238
• Main Authors: Camilleri, Mark Anthony, Falzon, Loredana
• Format: Article
• Language: English
• Subjects: broadcast media; Consumption; covid-19; Hypotheses; online streaming; Perceptions; Portable computers; sem-pls; Smartphones; Social research; Streaming media; Streaming services; tam; Technology; Technology Acceptance Model; ugt; uses and gratifications theory; Virtual private networks
• ISSN: 2444-9709; 2444-9695; 2444-9709
• DOI: 10.1108/SJME-04-2020-0074

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 aims to explore 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’ 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 limitations/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. Propósito El distanciamiento social durante la pandemia del coronavirus (COVID-19) ha llevado a un aumento dramático en las suscripciones a los servicios de transmisión de pago. Los usuarios en línea acceden cada vez más a transmisiones en vivo, así como a contenido de video grabado y servicios d