Determinants of Usefulness and Ease of Use for Top Service Users Using the Technology Acceptance Model: The Moderating Role of Content Diversity

Kyung-A Sun and Joonho Moon

SAGE Open, 2024, vol. 14, issue 4, 21582440241289995

Abstract: This study aims to ensure the accountability of the technology acceptance model in the domain of over-the-top (OTT) service. As antecedents of usefulness, content diversity, content uniqueness, content recommendation, and ease of use were employed. The determinants of ease of use include easy registration and navigability. Additionally, this work examines the moderating effect of content diversity on the relationship between usefulness and intention to use. This study used Amazon Mechanical Turk to collect the data. The number of observations is 398. The results showed that content diversity, content recommendation, and ease of use significantly affected usefulness. Moreover, easy registration and navigability significantly affected ease of use. Attitude is also positively influenced by usefulness. Attitude and usefulness are positively associated with intention to use. Furthermore, this study revealed a significant moderating effect of accountability on information overload.

Keywords: overtop service; content diversity; content recommendation; easy registration; navigation (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:14:y:2024:i:4:p:21582440241289995

DOI: 10.1177/21582440241289995

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