FACTORS AFFECTING TECHNOLOGY ACCEPTANCE AND USAGE BEHAVIOR OF JOOX AND SPOTIFY APPLICATIONS

Abstract

The purposes of this research were to compare levels of technology acceptance and usage behavior of mobile application between Joox and Spotify; and to determine factors affecting level of technology acceptance and usage behavior of mobile application Joox and Spotify. Conceptual framework was based on Theory of reasoned Action, Technology Acceptance Model, Innovation Diffusion Theory and Network Externality. Stratified random sampling technique was applied to select 609 application users to answer self-reported questionnaire. Data were analyzed by Linear Regression model analysis. Research findings revealed that levels of technology acceptance and usage behavior of Joox application were significantly higher than those of Spotify; and factors that significantly affected level of technology acceptance and usage behavior of Joox and Spotify applications consisted of Perceived Number of Peers, Perceived Number of Cross Platform, Perceived Complement, Perceived Ease of Use, Perceived Usefulness, Perceived Security, Attitude towards Technology, Descriptive Norm, Injunctive Norm, Subjective Norm, Behavior Intention.