Perceived social influence in watching online theory presentations

Abstract

This paper investigates the intent of students of a Paris business school to watch online theory videos. The research model builds upon the UTAUT and extends it with other antecedents of the behavioral intention. Using 379 filled out questionnaires, the significance of the new constructs is shown. We also develop a new way to measure the perceived social influence. While the social influence is insignificant when measured in the classic way, it is significant when using our richer measure. © 2012 Springer-Verlag Berlin Heidelberg.