دانلود مقاله با موضوع درک انگیزه های استفاده خدمات پخش آنلاین
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موضوع به انگلیسی:Understandingmotivations to use
online streaming services
بخشی از متن:
Abstract
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 themto satisfy their needs for information and entertainment
