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The Study of the User Intention of Chromecast: a Revision of UTAUT2
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Sponsorship congruence and brand image: A pre‐post event analysis. European Journal of Marketing, 46(¾), 509-523. https://doi.org/10.1108/03090561211202585 Wong, C.-H., Tan, G. W.-H., Loke, S.-P., and Ooi, K.-B. (2014). Mobile TV: a new form of entertainment? Industrial Management & Data Systems, 114(7), 1050-1067.||摘要:||
Online streaming has been progressively popular recently. Chromecast is one of the features. Our research focuses on the people's intention of use of Chromecast by applying modified the UTAUT2 (extended unified theory of acceptance and use of technology) theory. By path analysis, we find that performance expectancy, facilitating conditions, hedonic motivation, price value, habit and brand image have significant effect on the behavioral intention of using Chromecast, while effort expectancy and social influence do not have significant effect on the behavioral intention of using Chromecast and all the moderators (gender, age and experience) do not have significant moderating effect. The academic and managerial implication are also discussed.
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