THE USE OF MODIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY 2 TO PREDICT PROSPECTIVE USERS' INTENTION IN ADOPTING TV STREAMING

The number of TV Streaming users in Indonesia, especially TV Streaming based on Over the Top Technology (OTT) is considered small compared to 120 million cellular internet data users and 50 million smart phone users. In order to increase the adoption of TV Streaming, it is important to identify the key factors influenced behavior intention of internet users to start using TV Streaming. This study identified and predicted the key factors influenced the behavior intention of prospective users of TV Streaming by using a Modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. There were 467 valid data out of 1183 data from respondents in 9 cities which have the 9th biggest number of internet users in Indonesia. The collected data were analyzed by using Smart PLS 3.0 and the result shows that there were five factors in Modified UTAUT2 which significantly influence the behavior intention of prospective user of TV streaming in Indonesia. The factors were Content (0.325), Hedonic Motivation (0.292), Social Influence (0.179), Performance Expectancy (0.64) and Price Value (0.063). Meanwhile, two other factors, Effort Expectancy and Facilitating Condition, have no significant effect to the behavior intention to adopt TV streaming.