Teknoloji Kabulü ve Teknolojik Yatkınlığın Tüketicilerin Dijital Yayın Platformlarını Kullanım Niyeti ve Sıklığı Üzerine Etkileri

Abstract

Information and communication technologies (ICT) have been experiencing rapid changes in recent years. The effects of these new technologies on businesses increase with the integration of technology in the way companies do business and communicate with their customers. Similarly, it affects the lives of consumers positively. In this respect, the demand for technological products and services is increasing gradually. However, the results of new technologies do not always positively affect companies and consumers. Continuous change and development in technology inevitably bring new risks and challenging situations. The dual nature of technological developments creates new risks and threats for companies as well as new opportunities. This situation also affects the consumer behavior of accepting technological products and services. Therefore, understanding the factors that are affecting the consumers' technology acceptance behavior helps businesses overcome the threats posed by technology and seize new market opportunities. In this direction, this study aims to examine the factors affecting the Subscription Video on Demand (SVoD) platform users' intention to continue using SVoD platforms during the Covid-19 outbreak and their frequency of use. For this purpose, a conceptual framework has been developed. The proposed framework combines the approaches of the intention to continued usage from two different perspectives. By combining the technology-centered perspective of the Unified Technology Acceptance and Use Theory / Model 2 (UTAUT2) and the individual-centered approach of Technological Readiness Index 2.0 (TRI 2.0), the intention to continue using SVoD has been studied in a multifaceted way. Structural equation modeling analysis was performed by using the partial least squares method with SmartPLS 3.0 software. The results show that the factors influencing the intention of consumers to continue using SVoD platforms are Performance Expectancy, Hedonic Motivation, Price Value, and Habit.