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Chinese Consumers Intention to Use Paid Online Video Services: Focused on E-TAM Model

This study examines the factors affecting satisfaction and user intention of pay online video services by Chinese consumers by applying the technology acceptance model. The main results of this study are as follows: First, Aiqiyi was the paid online video platform used in this study. We used the Aiqiyi platform to analyze the actual user status over 6 months to 1 year. Second, our results revealed differences in our study subjects using paid online video services: more women than men, people in their 20s, and university graduates used them most. Third, the analysis of the mean differences in external factors of technology acceptance per socio-demographic characteristics showed significant differences per gender, age, occupation, average monthly income, and Internet experience. Fourth, in analyzing the mean differences in the perceived utility and perceived ease of use per the demographic characteristics, our results show significant statistical differences in gender, academic background, occupation, Internet experience, and grade of dwelling city. Fifth, we reviewed the factors having the most impact on satisfaction and user intent to pay for online video services. The system quality had positive (+) effects on the perceived utility and perceived ease of use, while cost had positive (+) effects on the perceived utility. Self-efficacy had positive (+) effects on the perceived utility and perceived ease of use. Furthermore, the perceived utility and perceived ease of use had positive (+) effects on satisfaction and user intent. Finally, user satisfaction had positive (+) effects on user intent.