Do I Want to Pay to Download Movies? Predicting Acceptance of Legal Online Movie Download Services

This study attempts to broaden our understanding of the nature and characteristics of legal online movie download services by comparing them to other types of online services, and more importantly, explore factors that influence consumers´ acceptance of these legal online movie download services. In order to accomplish this, four aspects of the legal online movie download service (common, information system, entertainment and legal) have been identified and verified, using theory of planned behavior (TPB) and technology acceptance model (TAM) as the theoretical framework. Results show that the information aspect (perceived usefulness and perceived ease of use) and entertainment aspect (perceived playfulness) have significant relationship with attitude toward the service, while legal aspect (risk aversion) affects subjective norm related to accepting the service. Results show that attitude and subjective norm have impact on intent to adopt the movie download service while perceived behavioral control, which is seen as an important factor for other online service adoption, did not demonstrate any significant relationship with behavioral intent. Interpretation of regression analysis and implication of the findings is discussed.