Understanding Intention to Use Netflix in Taiwan: Integrating Perceived Value into the Technology Acceptance Model

The over-the-top services, especially Netflix, are currently gaining popularity around the world. The purpose of this study is to investigate the intentions of people in Taiwan using Netflix. The target respondents were people age ranged from 16 to 25, the young generation also would soon become main consumer in market since they obtain entertainment online more often compared to the older generation. Among 340 questionnaire responds gathered, 278 were used since part of the responds were not from the target population or were invalid. The Technology Acceptance Model (TAM) is applied in the study to respondents' intentions using Netflix, while confirmatory factor analysis and structural equation model (SEM) are adopted for the purpose to clarify the interactions among the following four main factors that each are shown as a result creates positive impact on one another: perceived ease of use, perceived usefulness, perceived value, intention to use. The results of the study could be implicated on Netflix's marketing strategy, and the model may also apply to broader streaming services in organizing customer's preferences.