Applicability of the unified theory of acceptance and use of technology in music streaming services for young users

Abstract

Purpose: Our main purpose with this study was to analyze the applicability of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model, developed by Venkatesh, Thong and Xu (2012), on the acceptance and use of music streaming service by college students. Method: In this study, we do not intend to perform a replication of research, but rather the use of a well-established theoretical model. For this, we used a survey with a final sample of 419 individuals, whose data were analyzed through the Structural Equation Modeling (SEM), with estimation by Partial Least Square (PLS), in order to verify both the direct and indirect relationships of the original model. Results: The latent variable Facilitating Conditions was not sustained in the adjustment phase, since the analyzed sample demonstrates ease and intuitive use in the access to this type of technology. In addition, the results demonstrate that most of the model is valid for music streaming services, except the Effort Expectation to Intention to Use and Hedonic Motivation to Intention to Use. Theoretical contributions: We verified that the Habit construct is highly relevant for the consumption of these services, enabling companies to seek alternatives to generate greater motivation and engagement with applications and websites that stimulate the consumers. Originality/relevance: The use of the UTAUT2 model on the phenomenon of streaming technology is relevant and allows the understanding of its effects.