Journal article
PERCEIVED USEFULNESS OF VIDEO AND MUSIC STREAMING SERVICES AMONG GENERATION Y STUDENTS
International journal of social sciences and humanity studies, Vol.12(2), pp.498-512
2020
Abstract
Introduction: The digital era has changed the consumption behaviour of many consumers, especially in the entertainment industry. There has been a radical shift towards online subscription services for both music and video services. Thus, the consumption of content now happens at the demand of the consumer where they are able to watch and listen to what they want, when they want. South Africa, with an internet penetration rate of 71.4 per cent has a comparatively low adoption rate with regard to subscription services. However, the shift still remains undeniable. This study aimed to investigate the consumption habits of Millennial students situated in Gauteng province to investigate how this important generation consumes online media. A non-probability convenience sample was selected with a total of 500 questionnaires distributed. There were 425 questionnaires deemed usable after cleaning, which were analysed for reliability, validity, and correlation. The structural equation model showed that perceived ease of use and intention to use online streaming services influenced the attitude respondents held towards online streaming services. This attitude mediated towards perceived usefulness, which shows that when millennials find online streaming services useful and want to use them, they will have a positive attitude, which in turn will enable them to find these streaming services useful. As ease of use and intention are precursors to attitude, it would follow that organisations should advertise and show their services as appealing. Many subscription services do this already, where a free month, for example is given to attract customers. However, this should be accompanied by an easy to use interface, as ease of use acts as an important antecedent to retain consumers for the long run. As there is a vast array of competition, this model offers insight into attracting and possibly retaining millennial online streaming consumers.
Details
- Title
- PERCEIVED USEFULNESS OF VIDEO AND MUSIC STREAMING SERVICES AMONG GENERATION Y STUDENTS
- Authors/Creators
- Marinda Van Der MerweHugo Van Schalkwyk (Author)
- Publication Details
- International journal of social sciences and humanity studies, Vol.12(2), pp.498-512
- Publisher
- The Social Sciences Research Society
- Identifiers
- 991005741792607891
- Murdoch Affiliation
- Murdoch University
- Language
- English
- Resource Type
- Journal article
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