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Consumer adoption of audiobook streaming services
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department of Management and Engineering, Business Administration. Linköping University, Faculty of Arts and Sciences.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The streaming of audiobooks is a new and fast-growing phenomenon amongst Swedish consumers. There exists a lack of knowledge on this topic as it is previously unexplored within academia. As the audiobook streaming services are growing it is important for providers and competitors to understand the key factors determining usage intention from an end-user’s perspective. This thesis therefore examines what factors influence end-user’s adoption of audiobook streaming-services, the examination extends both for consumers intention to begin using as well as continue using the service. Factors related to the end-user’s usage intention were explored and identified in a Swedish context. A theoretical model consisting of eight hypotheses was constructed to examine the relationships between five variables. The model is based on previous literature of technology adoption and in particular the technology acceptance model (TAM). Additional theory was gathered on previous research on similar technologies such consumers adoption of E-books and E-readers. To achieve the research purpose of the thesis, a quantitative method was used and data was gathered through an online questionnaire with 935 (769 valid) responses. Structural equation modeling (SEM) was used with RStudio to test the collected data on our theoretical model. The results showcased that our model was successful in explaining key factors influencing usage intention. The findings indicate that perceived usefulness and perceived ease of use influence usage intention positively, while end-user’s attachment to paper books and reading impact usage intention negatively. Further results and the implications of these results are discussed.

Place, publisher, year, edition, pages
2019. , p. 42
Keywords [en]
Technology acceptance model (TAM), Diffusion of innovations (DIT), Structural equation modeling (SEM), Information and communications technology (ICT), Audiobooks
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-158066ISRN: LIU-IEI-FIL-A--19/03039--SEOAI: oai:DiVA.org:liu-158066DiVA, id: diva2:1329217
Subject / course
Master Thesis in Business and Economics Programme (Business Administration)
Presentation
2019-06-04, S15, Linköping, 09:30 (Swedish)
Supervisors
Examiners
Available from: 2019-09-03 Created: 2019-06-24 Last updated: 2019-09-03Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf