Impact of enjoyment on the usage continuance intention of video-on-demand services

Abstract

Understanding how video-on-demand (VoD) technology evolves and what outcomes can be expected from the continued use of VoD has a greater impact on the long-term viability of an information system. This study examines the behavioural intentions of VoD consumers to continue using the service and further examines the influence of enjoyment on the intention to continue to use. To explore the usage continuance, we adopt the expectation confirmation model (ECM) for information technology and integrate it with the hedonic system adoption model. Our aim is to address the lack of literature around the ECM-IT model extended with hedonic variables and to contribute to the small but growing body of research of VoD services. The partial least squares (PLS) method was used to analyse an online survey of 205 individuals. The results suggest that satisfaction is the greatest predictor of the usage continuance intention and enjoyment strongly impacts satisfaction. Enjoyment in a hedonic system context is a manifestation of positive emotions that are translated into satisfaction. Our model explains 48.1% of the variance of the usage continuance and 53.8% of the satisfaction. The findings of this study offer an opportunity to better understand the long-term viability of VoD Services.