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An Empirical Investigation of Factors Determining Actual Usage of Entertainment Streaming Apps in India

Author

Listed:
  • Vishal Kulshrestha

    (Amity International Business School, Amity University, Noida, India)

  • Kokil Jain

    (Amity University, Noida, India)

  • Isha Sharma

    (School of Administrative Studies, York University, Canada)

Abstract

Rise of internet and penetration of smartphones have made digital content accessible though Entertainment Streaming Apps (ESA). With the flexibility of time and place, ESA platforms are changing the dynamics of entertainment consumption. The current study explored the determinants of actual usage of ESA using the theory of planned behavior, flow theory and factors affecting entertainment related technology adoption including engagement, content, entertainment value, convenience value and monetary value. Data is collected through an online survey from 215 Indian ESA users and the proposed framework is empirically tested using partial least squares structural equation modeling (PLS-SEM). The findings of the study contribute to the growing body of literature on streaming apps adoption and usage by expanding the understanding of the factors that explain its usage behavior.

Suggested Citation

  • Vishal Kulshrestha & Kokil Jain & Isha Sharma, 2021. "An Empirical Investigation of Factors Determining Actual Usage of Entertainment Streaming Apps in India," International Journal of Business Intelligence Research (IJBIR), IGI Global, vol. 12(2), pages 1-22, July.
    • Handle: RePEc:igg:jbir00:v:12:y:2021:i:2:p:1-22
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Linda S. L. Lai & Efraim Turban, 2008. "Groups Formation and Operations in the Web 2.0 Environment and Social Networks," Group Decision and Negotiation, Springer, vol. 17(5), pages 387-402, September.
    3. Oyedele, Adesegun & Simpson, Penny M., 2018. "Streaming apps: What consumers value," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 296-304.
    4. Dörr, Jonathan & Wagner, Thomas & Benlian, Alexander & Hess, Thomas, 2013. "Music as a Service as an Alternative to Music Piracy? - An Empirical Investigation of the Intention to Use Music Streaming Services," Publications of Darmstadt Technical University, Institute for Business Studies (BWL) 62748, Darmstadt Technical University, Department of Business Administration, Economics and Law, Institute for Business Studies (BWL).
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