Relative advantage as mediating variables on factors influencing adoption of internet TV
Internet TV in Malaysia which uses open Internet Protocol is becoming every consumer's favourite for its portable feature that allows media to be accessed through broadcasts TV without having to be at a specific place. Tonton or tonton.com.my and Astro Go are among the award-winning TV and v...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://psasir.upm.edu.my/id/eprint/83501/1/FBMK%202019%2011%20-%20ir.pdf http://psasir.upm.edu.my/id/eprint/83501/ |
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| Summary: | Internet TV in Malaysia which uses open Internet Protocol is becoming every
consumer's favourite for its portable feature that allows media to be accessed through
broadcasts TV without having to be at a specific place. Tonton or tonton.com.my and
Astro Go are among the award-winning TV and video portals which offer online
catch-up and live television services, and premium paid content. Claiming its
popularity in 2013, more Internet TV service providers such as Iflix, Viu and Netflix
are made available for Malaysian users recently. The arrival of Internet TV has shaken
the traditional revenue from advertisements as television is no longer the main medium
of businesses' product promotion. Many studies have mainly taken an economic and
technological approach but less on consumers’ needs such as Internet TV, is rarely
studied in Malaysia. Limited scholarly research and knowledge about this innovative
technology have been conducted. Thus, the importance of this study is to identify the
factors that predict consumers’ decisions to adopt Internet TV. In identifying the
innovation factors that contribute to Internet TV adoption, a theory of Diffusion of
Innovation by Rogers (2003) has been used in this study. The adoption factors are the
relative advantage, ease of use, compatibility, trialability and observability. Rogers
also mentioned that the importance of unique attributes of Internet TV and personal
characteristics were also used in this study.
This sequential explanatory mixed methods study investigates the factors that
influence users’ adoption of Internet TV. In the first phase, the quantitative survey was
designed using a self-administrated questionnaire. All variables were measured
through scales previously used by other researchers. The scales were checked for
convergent and discriminant validity using Confirmatory Factor Analysis (CFA) and
data analysis using Structural Equation Modelling (SEM) under AMOS software on
518 respondents in Malaysia. Meanwhile, the qualitative phase has identified 12 informants from the quantitative data analysis. A thematic analysis was used to
interpret the data from a semi- structured interview.
Results of the quantitative and qualitative reported that innovation diffusion attributes,
specific attributes of Internet TV and personal characteristic overall influence people
to adopt Internet TV. Meanwhile, specific attributes of Internet TV reported being
better than traditional TV. Moreover, the two attributes from content (variety) and
technology (interactivity) were identified as specific attributes of Internet TV that
affect the overall use. The SEM analysis determined the hypotheses' study and overall
influence the adoption. However, demographic characteristics were found
insignificant except for education. The relative advantage as a mediating construct,
however, showed an insignificant effect. The qualitative results are overall in line with
quantitative findings and contribute a better understanding of factors that influence
users to adopt Internet TV. This study contributes to provide various recommendations
to the policymaker, media practitioners (broadcasters and content providers), an
expanded theory where relative advantage was used as a mediating effect and the use
of mixed method strategies. It is hoped that the suggestions may be beneficial to
further understand user’s behavior among the competitive Internet TV providers and
how this may affect advertising and traditional business models. |
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