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Pengaruh Pendorong Technology Readiness dan Motivasi Penggunaan Teknologi terhadap Tendensi Penggunaan Over-theTop content-streaming service berbayar pada Generasi Z
Technology readiness is the tendency of an individual to embrace and use new technology. Based on previous studies, the two drivers of Technology Readiness?Optimism and Innovativeness?are able to strongly predict technology use. In addition, consumers? motivation to use technology, which is divided into hedonic motivation and utilitarian motivation, is also a predictor of technology use in many previous studies. In correlation with Over-the-Top content-streaming service that are highly used by Generation Z, this study aims to determine the effects of the drivers of Technology Readiness and motivations to use technology on the consumer?s tendency to use paid Over-the-Top content-streaming service. The sample of this study was 657 respondents born within 1996 and 2004 and have used paid Over-the-Top content-streaming services at least five times in the last six months. This study used CB-SEM and found that Optimism and Hedonic Motivation have a positive effect on the tendency of Generation Z consumers to use paid Over-the-Top content streaming services. The drivers of Technology Readiness is also proven to have a positive effect on consumers? motivation to use technology, shown by Optimism and Innovativeness having a positive effect on Hedonic Motivation and Optimism having a positive effect on Utilitarian Motivation. These findings can be used by Over-the-Top content-streaming service companies to reach their consumers according to their readiness and motivation to use technology.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12955 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Indonesia., 2021 |
|---|---|
| Edisi | - |
| Subjek | innovativeness Over Hedonic Motivation Technology Readiness Motivation to Use Technology the Top content streaming service |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xvii, 167 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |