Ayako Hiramatsu, Ayako, Takahiro Yamasaki, and Kazuo Nose.
An Empirical Study of an Extended Technology Acceptance Model for Online Video Services.
In Distributed Computing, Artificial Intelligence, Bioinformatics, Soft Computing, and Ambient Assisted Living, Lecture Notes in Computer Science, Berlin: Springer, 2009.
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.
Keywords: Online Video Service – Technology Acceptance Model – User Behavior
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