Evaluation of electronic programme guide adoption using UTAUT2 based model

Abstract

In this paper we describe research in the ways in which consumers reach the information on television programme schedule and what motivates them to use the electronic programme guide service. The research was carried out using the Unified theory of acceptance and use of technology 2 (UTAUT2) model on a sample of N=234 respondents in the Republic of Croatia. The survey found that, when consumers want to get information about programme scheduling or event information, 55.5% of them first choose to use the electronic programme guide (EPG), and that the rest of them rather use teletext, Internet portals and smartphone applications or printed programme guides as a first choice. The research model based on UTAUT2 explained almost 90% of the variance in behavioural intention to use the electronic programme guide and 78% of the variance in use of the EPG. The intention to use the EPG is driven mainly by the user’s habit with more than 50% of influence on the behavioural intention, followed by the users’ perception that the EPG as a solution gives them high quality information which they can retrieve quickly, as well as ease of use of the EPG application and the fact that it is free to use. The actual use of the EPG is influenced by the facilitating conditions which include availability of an electronic programme guide on every television set or digital receiver and users’ perception that they know how to use the application, habit and intention to use. Indirectly, through the intention to use, the fact that the electronic programme guide is quick and reliable, easy to use and free also plays a major role in use behaviour.