Applicability of the unified theory of acceptance and use of technology in music streaming services for young users

Luis Hernan Contreras Pinochet; Guilherme Neves Nunes; Eliane Herrero

doi:10.5585/remark.v18i1.4031

Autores/as

Luis Hernan Contreras Pinochet Universidade Federal de São Paulo (UNIFESP), São Paulo https://orcid.org/0000-0003-2088-5283
Guilherme Neves Nunes Universidade Federal de São Paulo (UNIFESP) http://orcid.org/0000-0000-0000-0001
Eliane Herrero Universidade Nove de Julho (Uninove), São Paulo https://orcid.org/0000-0002-4515-7242

DOI:

https://doi.org/10.5585/remark.v18i1.4031

Palabras clave:

Music streaming, Applicability, UTAUT2, Young people

Resumen

Purpose: Our main purpose with this study was to analyze the applicability of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model, developed by Venkatesh, Thong and Xu (2012), on the acceptance and use of music streaming service by college students.

Method: In this study, we do not intend to perform a replication of research, but rather the use of a well-established theoretical model. For this, we used a survey with a final sample of 419 individuals, whose data were analyzed through the Structural Equation Modeling (SEM), with estimation by Partial Least Square (PLS), in order to verify both the direct and indirect relationships of the original model.

Results: The latent variable Facilitating Conditions was not sustained in the adjustment phase, since the analyzed sample demonstrates ease and intuitive use in the access to this type of technology. In addition, the results demonstrate that most of the model is valid for music streaming services, except the Effort Expectation to Intention to Use and Hedonic Motivation to Intention to Use.

Theoretical contributions: We verified that the Habit construct is highly relevant for the consumption of these services, enabling companies to seek alternatives to generate greater motivation and engagement with applications and websites that stimulate the consumers.

Originality/relevance: The use of the UTAUT2 model on the phenomenon of streaming technology is relevant and allows the understanding of its effects.

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Biografía del autor/a

Luis Hernan Contreras Pinochet, Universidade Federal de São Paulo (UNIFESP), São Paulo

Pós-doutorando em Administração pela Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil). Doutor em Administração pela Fundação Getulio Vargas - FGV, São Paulo. Professor do Departamento de Administração da Escola Paulista de Política, Economia e Negócios da Universidade Federal de São Paulo - UNIFESP, São Paulo.

Guilherme Neves Nunes, Universidade Federal de São Paulo (UNIFESP)

Graduando em Administração pela Escola Paulista de Política, Economia e Negócios da Universidade Federal de São Paulo (UNIFESP)

Eliane Herrero, Universidade Nove de Julho (Uninove), São Paulo

Doutoranda em Administração pela Universidade Nove de Julho - UNINOVE, São Paulo, (Brasil). Professora de ensino fundamental da Prefeitura Municipal de São Paulo e revisora gramatical e tradutora (português-inglês-português) para periódicos na área de Administração e como autônoma.

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