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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Ufuk Cebeci & Oguzhan Ince & Hulya Turkcan, 2019. "Understanding the Intention to Use Netflix: An Extended Technology Acceptance Model Approach," International Review of Management and Marketing, Econjournals, vol. 9(6), pages 152-157.
    • Handle: RePEc:eco:journ3:2019-06-21
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    References listed on IDEAS

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    5. Shin, Jungwoo & Park, Yuri & Lee, Daeho, 2016. "Strategic management of over-the-top services: Focusing on Korean consumer adoption behavior," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 329-337.
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    8. Kai-Ingo Voigt & Oana Buliga & Kathrin Michl, 2017. "Entertainment on Demand: The Case of Netflix," Management for Professionals, in: Business Model Pioneers, chapter 11, pages 127-141, Springer.
    9. Priyanka Surendran, 2012. "Technology Acceptance Model: A Survey of Literature," International Journal of Business and Social Research, LAR Center Press, vol. 2(4), pages 175-178, August.
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    Cited by:

    1. Cristina Gallego-Gómez & Carmen De-Pablos-Heredero & José Luis Montes-Botella, 2021. "Change of Processes in the COVID-19 Scenario: From Face-to-Face to Remote Teaching-Learning Systems," Sustainability, MDPI, vol. 13(19), pages 1-11, September.
    2. Nam, Jinyoung & Ro, Dan & Jung, Yoonhyuk, 2023. "Netflix's presence: Investigating content producers' understanding of Netflix in the Korean media industry," Telecommunications Policy, Elsevier, vol. 47(4).
    3. Lim, Chulmin & Kim, Seongcheol, 2023. "Why do Korean users intend to subscribe to global OTT service through their local IPTV service?," Telecommunications Policy, Elsevier, vol. 47(4).
    4. Massilva Dekkal & Manon Arcand & Sandrine Prom Tep & Lova Rajaobelina & Line Ricard, 2024. "Factors affecting user trust and intention in adopting chatbots: the moderating role of technology anxiety in insurtech," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(3), pages 699-728, September.
    5. Deepti Sinha & Sachin Sinha & Nidhi Phutela & Priya Grover, 2024. "OTT Enchantment: Decoding the Secret of Millennial’s Subscription Intentions," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 119-130, October.

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    More about this item

    Keywords

    Technology acceptance model; Digital platforms; Netflix;
    All these keywords.

    JEL classification:

    • C42 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Survey Methods
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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