Factors affecting intention to subscribe SVOD in Vietnam

• Main Author: Lê, Phú Khánh
• Other Authors: Motonari, Tanabu
• Format: Theses and Dissertations
• Language: English
• Published: 2020
• Subjects: Người tiêu dùng; Hành vi người tiêu dùng; Quản trị kinh doanh; 658
• Online Access: http://repository.vnu.edu.vn/handle/VNU_123/93294
• Institution: Vietnam National University, Hanoi

There is a lack of researchapplied UTAUT2 to understand consumer’s intention to subscribe to SVOD. Therefore, this thesis will test UTAUT2 in the SVOD context as empirical evidence contributesto the SVOD studies. The thesisalso teststhe role of Consumer Innovativeness and moderating effect of Media...