Evaluating the Implications of the Technology Acceptance Model in the Streaming Service Industry

Abstract

This paper aims to evaluate the implications of TAM (Technology Acceptance Model) in the realm of streaming services. The paper investigates the various dimensions of user acceptance based on the theoretical framework of TAM. The paper also investigates the relationship among TAM variables in relation to demographic characteristics such as gender, age, education level, and user experience. The study was conducted in order to understand the acceptance level of streaming services based on a dominant theory of technology acceptance.

The streaming service is a market that is currently experiencing exponential growth, therefore understanding the user acceptance of such services allows the academicians to understand the reasons behind such a massive growth in the streaming content consumption worldwide. The study highlights that the streaming service is going under transformation and the need for novelty is continuously increasing to stay relevant in the market. A critical review of the existing literature shows that there is a paucity of academic literature regarding the implications of TAM in the domain of streaming services; hence the paper aims to bridge the aforesaid gap. This study will allow the participants in the industry to understand how the user interface of the applications or platforms used can influence the acceptance level of users of various streaming services.

The primary objective of the study was to evaluate a set of relationships among the TAM variables: Perceived Usefulness, Perceived Ease of Use, Subjective Norms & Trust, Attitude towards Use, Behavioral Intention to Use, and Actual Use. The study also aimed to examine whether there is any relationship between the demographic variables (Gender, Age, and Education) and the aforesaid TAM variables. The study was conducted on the basis of the responses from 230 respondents which were collected primarily on the basis of purposive sampling technique.

The findings of the study show that Subjective Norms have a positive impact on Perceived Usefulness and Perceived Ease of Use. Similarly, Trust has a positive effect on Perceived Usefulness and Perceived Ease of Use. The construct Perceived Ease of Use has a positive association with Perceived Usefulness. Attitude towards Use was found to be positively related with Behavioral Intention to Use, which was found to have a positive association with Actual Use. But the study didn’t find any statistically significant variations in the TAM variables across demographic characteristics of the respondents in term of Gender, Age, and Education. In general, the study found that the Technology Acceptance Model (TAM) can explain the acceptance of the streaming services by the Bangladeshi users,

The study adds theoretical and practical knowledge for adopting the Technology Acceptance Model (TAM) in understanding the acceptance of the streaming services by the Bangladeshi users. The study sheds light on how Bangladeshi streaming service providers can implement TAM framework for the purpose of ensuring acceptance of their services by the target users.