Understanding the Intention to Use Netflix: An Extended Technology Acceptance Model Approach

Ufuk Cebeci, Oguzhan Ince and Hulya Turkcan
Additional contact information
Ufuk Cebeci: Department of Industrial Engineering, Istanbul Technical University, 34367, Maçka, Ýstanbul, Turkey
Oguzhan Ince: Department of Industrial Engineering, Istanbul Technical University, 34367, Maçka, Ýstanbul, Turkey
Hulya Turkcan: Faculty of Business Administration, Gebze Technical University, 41400, Gebze, Kocaeli, Turkey

International Review of Management and Marketing, 2019, vol. 9, issue 6, 152-157

Abstract: Developments in information and communication technologies disrupt the traditional media ecosystem. New media has led to the emergence of many digital platforms such as Netflix. Netflix has become very popular nowadays all over the world. Hence, this paper aims to reveal the determinants of intention to use Netflix based on the technology acceptance model. For this purpose, a survey of 251 respondents in Istanbul was conducted. The findings indicate that (i) self-efficacy and knowledge is positively related to perceived ease of use, (ii) knowledge and perceived ease of use is positively associated with perceived usefulness, (iii) perceived usefulness predicts attitude, (iv) attitude predicts intention to use, and (v) technology anxiety attenuates the positive effect of perceived usefulness on attitude.

Keywords: Technology acceptance model; Digital platforms; Netflix (search for similar items in EconPapers)
JEL-codes: C42 M31 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
https://www.econjournals.com/index.php/irmm/article/download/8771/pdf (application/pdf)
https://www.econjournals.com/index.php/irmm/article/view/8771/pdf (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2019-06-21

Access Statistics for this article

International Review of Management and Marketing is currently edited by Ilhan Ozturk

More articles in International Review of Management and Marketing from Econjournals
Bibliographic data for series maintained by Ilhan Ozturk ().