User behaviors analysis on OTT platform with an integration of technology acceptance model

This research is based on the theory of Technology Acceptance Model to understand consumer behaviors on paid video streaming platforms and explore whether perceived price and user age will moderate user behaviors. Another focus topic is the pricing mechanism of paid video streaming platforms in Taiwan, and we find that most users prefer recurring charges and hybrid plan, which is consistent with the results of the most commonly used paid video streaming platform. The research results prove that when consumers are more satisfied with their personal motivation and system quality, they will increase their satisfaction with perceived ease of use alongside perceived usefulness, thereby improving their overall attitude towards the use of the platform and increasing their willingness to use. In this research, users’ age does not contribute to the difference between attitude toward use and actual use behavior. If one holds a positive attitude towards paid video streaming platforms, regardless of age, it will have a positive intention with continued use behavior in the future. Although users’ age does not significantly moderate to the relationship between attitudes toward user behaviors, it can still be applied as a distinction for judging the intention to use. Finally, based on the research results, practical suggestions are provided to practitioners of OTT platforms.