Influence of perceived usefulness and ease of use on Generation Y students’ attitude towards streaming services in South Africa

• Autorzy: Müller Re-an , van der Merwe Marinda , Bevan-Dye Ayesha L.

Identyfikatory

DOI

10.17512/pjms.2020.21.1.17

Warianty tytułu

PL

Wpływ postrzeganej przydatności i łatwości użytkowania na pokoleniu Y i ich stosunek studentów do usług streamingowych w Afryce Południowej

• Języki publikacji: EN

Abstrakty

EN

Streaming is one of the fastest-growing media markets in South Africa, disrupting the traditional broadcasting model. Members of Generation Y are particularly likely to adopt streaming services over traditional media given that they are more digitally astute than members of preceding generations. That being said, the uptake and continued success of streaming services amongst Generation Y depends on their attitude towards such services. The aim of this study was to apply the technology acceptance model (TAM) to determine Generation Y students’ attitude towards on-demand streaming services in South Africa. Self-administered questionnaires were distributed to a convenience sample of 425 students registered at two South African public higher education institutions. Data analysis included confirmatory factor analysis, path analysis and measures of reliability and construct validity. The results confirm that both perceived usefulness and perceived ease of use have a statistically significant positive influence on Generation Y students’ attitude towards streaming services. The managerial implications of these findings suggest that marketers of streaming services targeted at Generation Y need to ensure that their service offers as much functionality as possible and that these functions are user-friendly.

PL

Streaming jest jednym z najszybciej rozwijających się rynków medialnych w Południowej Afryce, co zakłóca tradycyjny model nadawania. Członkowie pokolenia Y szczególnie chętnie przyjmą usługi przesyłania strumieniowego za pośrednictwem tradycyjnych mediów, biorąc pod uwagę, że są bardziej sprytni cyfrowo niż członkowie poprzednich pokoleń. Biorąc to pod uwagę, absorpcja i ciągły sukces usług przesyłania strumieniowego wśród generacji Y zależy od ich stosunku do takich usług. Celem tego badania było zastosowanie modelu akceptacji technologii (TAM), aby określić stosunek studentów pokolenia Y do usług przesyłania strumieniowego na żądanie w Południowej Afryce. Samo administrowane kwestionariusze zostały rozprowadzone wśród dogodnej próby 425 studentów zarejestrowanych w dwóch południowoafrykańskich publicznych szkołach wyższych. Analiza danych obejmowała potwierdzającą analizę czynnikową, analizę ścieżki oraz miary wiarygodności i poprawności konstrukcji. Wyniki potwierdzają, że zarówno postrzegana użyteczność, jak i postrzegana łatwość użytkowania mają statystycznie istotny pozytywny wpływ na stosunek studentów pokolenia Y do usług transmisji strumieniowej. Implikacje zarządcze tych ustaleń sugerują, że marketerzy usług przesyłania strumieniowego ukierunkowanych na generację Y muszą zapewnić, aby ich usługi oferowały jak najwięcej funkcji oraz że funkcje te są przyjazne dla użytkownika.

Słowa kluczowe

EN

streaming services; marketing management; Generation Y; attitudes; South Africa

PL

usługi przesyłania strumieniowego; zarządzanie marketingowe; generacja Y; postawy; Republika Południowej Afryki

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2020
• Tom: Vol. 21, No. 1
• Strony: 224--235
• Opis fizyczny: Bibliogr. 46 poz., tab.

Twórcy

autor

Müller Re-an

• School of Management Sciences, North-West University

autor

van der Merwe Marinda

• School of Management Sciences, North-West University

autor

Bevan-Dye Ayesha L.

• School of Management Sciences, North-West University

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2020).