Acceptance of Video Streaming Services in Bangladesh: An Empirical Study
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2020-12
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North South Business Review
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11
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1
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Abstract
Streaming video content, using the internet, has been a booming industry globally, and its reach has extended to the Bangladeshi market as well. Previous studies show that online entertainment media piracy has been a significant thing in the local market, but the same cannot be said about the streaming platform. Thus, in order to get an insight into the usage of such services, the paper will choose to explore the acceptability and adoption of streaming services through the Technology Acceptance Model (TAM). Further, to better understand streaming service use, the current study examines the relationship between all the factors of TAM through Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM).
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North South University