An empirical study of an extended technology acceptance model for online video services. (English)
Omatu, S. (ed.) et al., Distributed computing, artificial intelligence, bioinformatics, soft computing, and ambient assisted living. 10th international work-conference on artificial neural networks, IWANN 2009 workshops, Salamanca, Spain, June 10‒12, 2009. Proceedings, Part II. Berlin: Springer (ISBN 978-3-642-02480-1/pbk). Lecture Notes in Computer Science 5518, 416-423 (2009).
Summary: This paper is a survey report about why students use online video services. Based on the Technology Acceptance Model (TAM), a hypothesis model for online video services users was designed. The hypothesis model incorporates social influence, flow experience, comfortable communication, and advertisement interference into the basic TAM. With a questionnaire given to about 350 students, behaviors of online video service users were analyzed.
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