Adoption of online streaming services: moderating role of personality traits
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 16 July 2021
Issue publication date: 27 April 2022
Abstract
Purpose
The purpose of this paper is to study the adoption of online streaming services from the technology acceptance perspective. A conceptual model incorporating personality traits with the technology acceptance model (TAM) is proposed and tested to predict user's intention to use online streaming services. Apart from the direct effects of personality traits on TAM variables, the study also examines the moderating effect of personality traits on TAM relationships.
Design/methodology/approach
To test the proposed model, a structured questionnaire was developed by adapting existing scales for the constructs to suit the online streaming services context. The data for the study were collected from online streaming services users in India. The model was tested using structural equation modeling using AMOS 18. Moderation analysis was performed using the PROCESS MACRO.
Findings
The findings suggest that perceived ease of use, subjective norms and technology anxiety affect intention to use online streaming services. Self-efficacy was found to affect perceived ease of use positively, and technology anxiety was found to have a negative effect on perceived usefulness. The results also evidenced the moderating role of self-efficacy and technology anxiety.
Originality/value
The paper explores the adoption of online streaming services from the technology acceptance perspective. Further, very few studies have examined the moderating role of personality traits in technology adoption. This paper attempts to fill this gap. It expands the understanding of technology adoption literature by assessing the direct as well as moderating effect of personality traits.
Keywords
Acknowledgements
The author would like to thank anonymous reviewers for their comments and suggestions to improve the manuscript.
Citation
Bhatt, K. (2022), "Adoption of online streaming services: moderating role of personality traits", International Journal of Retail & Distribution Management, Vol. 50 No. 4, pp. 437-457. https://doi.org/10.1108/IJRDM-08-2020-0310
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited