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Asian Journal of Information and Communications 12(1)
Asian Journal of Information and Communications 12(1)

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Asian Journal of Information and Communications

An application of the UTAUT2 model for understanding user intention adopting Google Chromecast in Taiwan Liangchuan Wu and Yi-Fan Wu

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  • 2020-10-07
Online streaming has been progressively popular recently, and our research focuses on the
people’s intention of use of Google Chromecast by applying a modified extended unified
theory of acceptance and use of technology (UTAUT2) theory based on 227 valid
questionnaire samples. According to the path analysis, we find that performance expectancy,
facilitating conditions, hedonic motivation, price value, habit and brand image have
significant effect on the behavioral intention of using Chromecast, while effort expectancy
and social influence do not. Another interesting finding is that none of the moderators
(gender, age and experience) have significant moderating effect. Being the first research to
combine UTAUT2 with construct brand image, this study presents academic and
managerial implication to both academics and practitioners.

Keywords: Google Chromecast, path analysis, UTAUT2
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