An Empirical Study of an Extended Technology Acceptance Model for Online Video Services

Authors:
Ayako Hiramatsu;Takahiro Yamasaki;Kazuo Nose
Affiliations:
Osaka Sangyo University, Osaka, Japan 574-8530;Osaka Sangyo University, Osaka, Japan 574-8530;Osaka Sangyo University, Osaka, Japan 574-8530
Venue:
IWANN '09 Proceedings of the 10th International Work-Conference on Artificial Neural Networks: Part II: Distributed Computing, Artificial Intelligence, Bioinformatics, Soft Computing, and Ambient Assisted Living
Year:
2009

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Abstract

This paper is a survey report about why students use online video services. Based on the Technology Acceptance Model (TAM), a hypothesis model for online video services users was designed. The hypothesis model incorporates social influence, flow experience, comfortable communication, and advertisement interference into the basic TAM. With a questionnaire given to about 350 students, behaviors of online video service users were analyzed.