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Journal Article

An Evaluation of the Theory of Planned Behaviour in Consumer Acceptance of Online Video and Television Services  pp141-150

Yann Truong

© Feb 2010 Volume 12 Issue 2, Editor: Shaun Pather, pp129 - 198

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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.


Keywords: technology adoption, online video, online television, web TV, Theory of Planned Behaviour, user acceptance of online videos


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Journal Issue

Volume 12 Issue 2 / Dec 2009  pp129‑198

Editor: Shaun Pather

View Contents Download PDF (free)

Keywords: analytical hierarchy process, B2C e-commerce, collective use, DeLone and McLean, developing country, e-commerce Success, e-learning systems, electronic marketplace, ex-post evaluation, free and open source software, ICT evaluation, ICT in tertiary education, ICT investment management, innovative use, investor structure, IS success, MIS, multi-criteria evaluation tool , net benefits, novice user, onfigural use, online television, online video, ownership, performance evaluation and improvement, small-to-medium enterprises, software quality, technology adoption, theory of planned behaviour, user acceptance of online videos, web TV, work-arounds


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