Factors affecting intention to subscribe SVOD in vietnam

VIETNAMxNATIONALx UNIVERSITY, HANOI VIETNAMxJAPANxUNIVERSITY - LE PHU KHANH FACTORS AFFECTING INTENTION TO SUBSCRIBE TO SUBSCRIPTION VIDEO ON DEMAND SERVICES INxVIETNAM MASTER’S THESISx Hanoi, 2020 VIETNAMxNATIONALxUNIVERSITY, HANOI VIETNAMxJAPANxUNIVERSITY - LE PHU KHANH FACTORS AFFECTING INTENTION TO SUBSCRIBE TO SUBSCRIPTION VIDEO ON DEMAND SERVICES INxVIETNAM MAJOR:xBUSINESS ADMINSTRATION CODE:x8340101.01 RESEARCHxSUPERVISORS: Prof Dr MOTONARI TANABU Dr TRAN HUY PHUONG Hanoi, 2020 ACKNOWLEDGMENT First of all, I would like to give my thanks to Prof.Dr Montonari Tanabu and Doctor Tran Huy Phuong for helping and give me a lot of valuable advice during the time I was conducting this master thesis Second, I would like to thank Prof Matsui, Hanh sensei, Hino sensei, Tuan sensei for giving me comments to improve my thesis on internal defense on 20th May Moreover, I would like to thank the reviewers, including Prof Matsui, Prof.Morita, Hanh sensei Tuan sensei, Lien sensei for giving me comments on final defense on 24th June In addition, I would like to give many thanks to my family, who has supported me and motivated me a lot in the time I got difficult in doing the thesis Finally, I would like to give many thanks to my friends, the participants who have supported me to complete the survey Table of Content ACKNOWLEDGMENT LIST OF TABLES LIST OF FIGURES LIST OF ABBREVIATION CHAPTER 1: INTRODUCTION 1.1 Research Background 1.2 Research Objective 1.3 Research Question 1.3 Research Subjective and Research Scope 1.4 Research Contribution CHAPTER 2: LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 2.1 Review of related definition and previous research 2.1.1 Definition of OTT platform 2.1.2 Definition of Streaming 2.1.3 Definition of Video on dema 2.1.4 Definition of Subscription V 2.1.5 Related research & researc 2.2 Review of the relevant theoretical model of technology a 2.2.1 Theory of reasoned action 2.2.2 Theory of planned behavior 2.2.3 Technology acceptance mo 2.2.4 Unified theory of acceptan 2.2.5 Reason why the author cho 2.3 Hypothesis development and conceptual model 2.3.1 Performance Expectancy 2.3.2 Effort Expectancy 2.3.3 Social Influences 2.3.4 Hedonic Motivation 2.3.5 Price Value 22 2.3.6 Facilitating condition 23 2.3.7 Consumer Innovativeness 23 2.3.8 Media exposure 24 2.4 Research conceptual model 27 CHAPTER 3: METHODOLOGY 28 3.1 Research process 28 3.2 Sampling and data collection 29 3.3 Sample Population 29 3.4 Variable and Measuring Instrument 29 3.5 Analysis Method 32 3.5.1 Descriptive analysis 32 3.5.2 Inferential analysis 33 CHAPTER 4: ANALYSIS RESULTS 36 4.1 Data Description 36 4.2 Reliability analysis 38 4.2 Explanatory Factor Analysis 38 4.3.1 Explanatory Analysis for independent variable 38 4.3.2 Explanatory Analysis for dependent variable 40 4.3.3 Explanatory Analysis for moderation variable 40 4.3 Regression Analysis 41 4.4 Moderation Analysis 42 4.5 Hypothesis tested results 44 CHAPTER 5: DISCUSSION AND CONCLUSION 46 5.1 Finding and Discussion 46 5.2 Contribution of the thesis 50 5.3 Implications for SVOD service providers 50 5.4 Limitation and future research direction 52 REFERENCES 54 APPENDIX 1: Questionnaire 65 APPENDIX 2: Cronbach’s alpha analysis 75 APPENDIX 3: Explanatory Analysis 80 APPENDIX 4: Pearson Correlation Analysis 84 APPENDIX 5: Regression analysis 85 APPENDIX 6: Moderation Analysis 86 LIST OF TABLES Table 2.1: Construct's definition 19 Table 3.1: Measurement Scale of thesis 30 Table 4.1: Cronbach’s alpha for all variable 38 Table 4.2: EFA Results for Independent variable 39 Table 4.3: EFA Results for Dependent Variable 40 Table 4.4: EFA Results for Moderator 40 Table 4.5: Results of Pearson Analysis 41 Table 4.6: Results of regression analysis 41 Table 4.7: Moderation analysis by Hayes 43 i LIST OF FIGURES Figure 2.1: Results study of Cerbeci et al (2019) Figure 2.2: Results study of Ramírez-Corre et al (2018) 10 Figure 2.3: Research results of Sardanelli et al (2019) 11 Figure 2.4: Theory of reasoned action (Fishbein & Ajzen, 1975) 14 Figure 2.5: Theory of planned behavior (Ajzen, 1991) 15 Figure 2.6: Technology acceptance model (Davis, 1989) 16 Figure 2.7: Unified theory of acceptance and use of technology UTAUT (Venkatesh et al., 2003) 17 Figure 2.8: Unified theory of acceptance and use of technology UTAUT2 (Venkatesh et al., 2012) 18 Figure 3.1: Research Model Proposed by Author 27 Figure 4.1: Age group of respondences 27 Figure 4.2: Descriptive data of current users 37 Figure 4.3: Descriptive data of SVOD references channel 37 ii LIST OF ABBREVIATION OTT Over-the-top SVOD Subscription Video on demand TAM Technology Acceptance Model TPB Theory of Planned Behavior TRA Theory of Reasoned Action UTAUT Unified Theory of acceptance and use of technology UTAUT2 Extended Unified Theory of acceptance and use of technology VOD Video on demand iii CHAPTER 1: INTRODUCTION 1.1 Research Background Today, thanks to the advancement of technology, people have changed the way they consume media (Shim & Kim, 2018) The development of Broadband Internet paved the way for the multimedia industry to shift from traditional Cable TV to OTT Streaming (Over-the-top Streaming) OTT is superior to the traditional Cable TV because of characteristics: mobility and internet (Kim et al., 2016) Thus, OTT streaming has become the technology preferred by consumers to entertain (Shim et al., 2018) OTT streaming is well-known for its service called Subscription video on demand (SVOD) During 2010, the SVOD market was still in the early stage, with the domination of Netflix However, in 2019, there were a lot of big players joining the SVOD industry, such as Apple, Disney, and WarnerMedia, which pave a new era for the SVOD market known as the name “Streaming Wars” (Ben, 2019) The predict of Pwc Global Entertainment and Media Outlook report showed that the size of this market will be doubling up to $72.8 billion Other results showed that in 2018, traditional cable TV firms had less than million users, while SVOD services revenue increased from 30 billion USD by 2016 to 68 billion USD by 2018 (Yen, 2019) Despite the success of SVOD in the world, the number of people using this service is still limited in Vietnam According to the figure of Authority of Broadcasting and Electronic Information in 2020, the number of users of the whole SVOD market in Vietnam was 10 million users, which accounts for only 10% market penetration (VTV, 2020) Even the big firm in this industry like Netflix, which has 130 million subscribers in the world (Louis, 2018), is having a low number of users in Vietnam According to ictnew.vn, the number of Netflix subscribers in Vietnam was only 300.000 users, which accounts for just only about 0.31% of the total Vietnamese population (Minh, 2019) Despite the low adoption Consumer Innovativeness Behavioral Intention 78 Media Exposure 79 APPENDIX 3: Explanatory Analysis EFA for Independent Variable KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Total Variance Explained Compon ent 10 11 12 13 14 15 16 17 18 19 20 21 80 22 183 23 098 24 075 Extraction Method: Principal Component Analysis PE4 PE2 PE3 PE1 EE3 EE1 EE2 EE4 PV3 PV2 PV1 CI3 CI1 CI2 SI2 SI3 SI1 FC1 FC3 FC4 FC2 HM2 HM1 HM3 81 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations EFA for Dependent Variable KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Total Variance Explained Component Extraction Method: Principal Component Analysis Component Matrix a BI1 BI2 BI3 Extraction Method: Principal Component Analysis a components extracted EFA for Moderator Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 82 Total Variance Explained Component Extraction Method: Principal Component Analysis Component Matrix ME3 ME2 ME1 Extraction Method: Principal Component Analysis a components extracted a 83 APPENDIX 4: Pearson Correlation Analysis 84 APPENDIX 5: Regression analysis Model Summary b Model R a 729 a Predictors: (Constant), Facilitating_Condition, Social_Influence, Effort_Expectancy, Consumer_Innovative, Performance_Expectancy, Hedonic_Motivation, Price_Value b Dependent Variable: Behaviour_Intention ANOVA a Model Regression Residual Total a Dependent Variable: Behaviour_Intention b Predictors: (Constant), Facilitating_Condition, Social_Influence, Effort_Expectancy, Consumer_Innovative, Performance_Expectancy, Hedonic_Motivation, Price_Value Coefficients a Model (Constant) Effort_Expectancy Social_Influence Price_Value Hedonic_Motivation Performance_Expecta ncy Consumer_Innovative Facilitating_Condition a Dependent Variable: Behaviour_Intention 85 APPENDIX 6: Moderation Analysis Performance Expectancy Hedonic Motivation Social Influence 86 Price Value Consumer Innovativeness 87 ... names ? ?Factors affecting intention to subscribe to SVOD services in Vietnam? ?? as an MBA thesis topic 1.2 Research Objective There is a lack of research applied UTAUT2 to understand consumer’s intention. .. subscription intention of SVOD in Vietnam? 1.4 Research Subjective and Research Scope - Research Subjective The subject of the research will be ? ?Factors affecting intention to subscribe to SVOD of Vietnamese... potential factor to explain the intention to subscribe to SVOD in Vietnam In previous research, some scholar has developed and applied to support the influence of the user’s innovativeness in a different