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ASEAN Journal on Science and Technology for Development

Abstract

The market for over-the-top (OTT) services has witnessed significant growth and transformation, presenting new opportunities and challenges to service providers. This study aims to explore the factors that influence consumers' intention to use OTT services, focusing on the context of Brunei Darussalam. Drawing on the Technology Acceptance Model (TAM) as a theoretical framework, this study investigates the impact of perceived ease of use, perceived usefulness, innovativeness, service quality, information seeking, and entertainment on consumers' intention to use OTT services. A quantitative research approach was adopted and data were collected through an online survey conducted among the general public in Brunei Darussalam. The findings of this study contribute to the existing literature by addressing the knowledge gap regarding the factors influencing consumers' intention to use OTT services in Brunei Darussalam. The results have theoretical implications for understanding consumer behaviour in the OTT context, and practical implications for local OTT service providers to enhance their platforms and cater to the preferences and needs of local audiences. Future research opportunities are also identified, such as replicating and expanding the TAM model in different countries with larger and more diverse samples, and considering various streaming services and technological factors.

Keywords

Over-The-Top (OTT) Services, Technology Acceptance Model (TAM), Consumer Intention to Use, Technology Adoption, Entertainment

Publication Date

2024

Revised Date

23-Oct-2023

Accepted Date

2-Jan-2024

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