Abstract

This study aimed at evaluating the applicability of the Theory of Planned Behaviour (TPB) model in predicting user acceptance of online video services. Few studies have applied the TPB model within this context, even though the model has proven to be effective in predicting technology adoption. Validating the TPB model would improve the understanding of both academics and practitioners of the most influential antecedents of user acceptance. Past studies have demonstrated the importance of integrating user needs and behaviour as a requirement for building successful user‑centric online services. Structural equation modelling was used as the main statistical procedure for data analysis. The results of the study confirmed that the TPB model was viable in predicting user acceptance of online video services. The findings also revealed that perceived behavioural control was the highest contributor to predicting intention to use online video services. Attitude toward use and subjective norm were found to have moderate predictive power, mostly because online video services present obvious benefits to users and are consumed privately.