Adoption of New Movie Distribution Services on the Internet

摘要

Although the Internet features excess demand for media, especially movie downloads, the motion picture industry lacks sustainable business models for this market. An enriched form of the theory of planned behavior can identify drivers of consumer intentions to adopt a legal movie download service. Using a large data set, this study estimates structural equation model parameters. The magnitude of specific influences is subject to unobserved heterogeneity, according to a finite mixture approach with partial least squares estimation. Not only attitude, but also social influence, perceived technical feasibility, innovativeness, compatibility, and past behavior drive adoption decisions.