The Role of Personal Innovativeness and Social Influence Towards Over The Top (OTT) Video Streaming During the Covid-19 Pandemic

Abstract

Over the Top services (OTT) is a significant internet industry. It delivers video, audio, and other media such as voice and chat services and is transmitted to different platforms or devices through the internet. The services are delivered via the internet by a service provider that is not accountable for the signal’s transmission to the end-user, and users will log on to the OTT services using the open internet protocol or public internet. When COVID-19 hit Malaysia in early 2020, the number of new users for OTT services increased to 14.1 million users. The numbers keep increasing as most users depend on OTT services for the latest information including entertainment. This study used Technology Acceptance Model (TAM) as the outline and take into account the external variables (personal innovativeness and social influence) on users’ attitudes towards OTT video streaming. Thus, this study aimed to identify the influence of external variables by examining the perceived usefulness and ease of use towards users’ attitudes. There were 352 respondents who have been selected among Klang’s citizens via an online survey. The findings supported the idea that personal innovativeness and social influence have an impact on Klang’s citizens to stream OTT video streaming. The hypotheses showed a positive and significant effect on users’ attitudes, perceived usefulness, and ease of use (H1a, H1b, H1c, H2a, H2b, H2c). Meanwhile, perceived usefulness and ease of use showed insignificant relationships on users’ attitudes toward OTT video streaming (H3a, H3b, and H4). The findings also acknowledged our understanding of OTT video streaming can be used as part of an educational approach to create awareness and give information.