Factors Behind Virtual Reality (VR) Enactment for Netflix Watching in Pakistan: An Integrated SEM-ANN-based Study

Keywords: Netflix, Virtual Reality, Perceived Ease of Use, Pakistan, Behavioral Intention

Abstract

Abstract Views: 0

From the Netflix perspective, "entertainment is just like you eat buffet." In this regard, Netflix services prefer to deploy modern technology solutions that facilitate the consumers regularly. By keeping in view the potential integration of modern technology in Netflix watching, the current study adopted an integrated SEM-ANN technique to scrutinize some basic characteristics of Netflix as dynamic mechanisms of Virtual Reality (VR) adoption in Pakistan. The current research used a self-proposed study model and randomly selected a sample of n= 400 students from n= 4 private sector universities in Islamabad. The analysis, using Structural Equation Modelling (SEM) results, indicated several significant associations. Specifically, it was observed that social influence, satisfaction, and relevance were notably linked with Netflix usage. Additionally, there was a robust and statistically significant relationship between Netflix usage, perceived ease of use, and behavioral intention. Furthermore, perceived ease of use and behavioral intention demonstrated significant correlations with virtual reality adoption. In the subsequent Artificial Neural Network (ANN) analysis, an accuracy of 51.1% was achieved during the training phase and a further improvement to 54.4% during the testing phase. In light of these results, while adopting technology in Pakistan may have been relatively gradual, the transition from conventional media to social TV, integrated with VR, marks the inception of a new technological era in the country. This shift holds important implications for the media landscape and consumer behavior. Finally, the study limitations and contributions have also been discussed accordingly.

Downloads

Download data is not yet available.

References

A. Tarekegn and S. Endris, “The Relationship between Hours of Television Watching and Academic Achievement of Secondary School Students: The Case of Some Selected Secondary Schools in Harer City,” Int. J. Educ. Lit. Stud., vol. 7, no. 3, p. 61, 2019, doi: 10.7575/aiac.ijels.v.7n.3p.61.

R. Rauniar, G. Rawski, J. Yang, and B. Johnson, “Technology acceptance model (TAM) and social media usage: an empirical study on Facebook,” J. Enterp. Inf. Manag., vol. 27, no. 1, pp. 6–30, Jan. 2014, doi: 10.1108/JEIM-04-2012-0011.

A. Oliveira, A. Azevedo, and S. M. da Silva, “Streaming services consumer behaviour: A netflix user case study in brazil and portugal,” ICETE 2020 - Proc. 17th Int. Jt. Conf. E-Bus. Telecommun., vol. 2, no. Icete, pp. 173–180, 2020, doi: 10.5220/0010014801730180.

D. H. Shin, “Defining sociability and social presence in Social TV,” Comput. Hum. Behav., vol. 29, no. 3, pp. 939–947, 2013, doi: 10.1016/j.chb.2012.07.006.

M. H. Abbas Naqvi, Y. Jiang, M. Miao, and M. H. Naqvi, “The effect of social influence, trust, and entertainment value on social media use: Evidence from Pakistan,” Cogent Bus. Manag., vol. 7, no. 1, 2020, doi: 10.1080/23311975.2020.1723825.

U. Cebeci, O. Ince, and H. Turkcan, “Understanding the Intention To Use Netflix: an Extended Technology Acceptance Model Approach,” Int. Rev. Manag. Mark., vol. 9, no. 6, pp. 152–157, 2019, doi: 10.32479/irmm.8771.

W. He, F. K. Wang, Y. Chen, and S. Zha, “An exploratory investigation of social media adoption by small businesses,” Inf. Technol. Manag., vol. 18, no. 2, pp. 149–160, 2017, doi: 10.1007/s10799-015-0243-3.

F. K. Chan, J. Y. Thong, V. Venkatesh, S. A. Brown, P. Jen-Hwa Hu, and K. Yan Tam, “Modeling Citizen Satisfaction with Mandatory Adoption of an E-Government Technology*Bernard Tan was the accepting senior editor. Weiling Ke and Choon-LingSia were the reviewers.This article was submitted on May 4, 2009 and went through two revisions.,” J. Assoc. Inf., vol. 11, no. 10, pp. 519–549, 2010.

A. Tefertiller and K. Sheehan, “TV in the Streaming Age: Motivations, Behaviors, and Satisfaction of Post-Network Television,” J. Broadcast. Electron. Media, vol. 63, no. 4, pp. 595–616, 2019, doi: 10.1080/08838151.2019.1698233.

D. Kim and Y. J. Ko, “The impact of virtual reality (VR) technology on sport spectators’ flow experience and satisfaction,” Comput. Hum. Behav., vol. 93, no. July 2018, pp. 346–356, 2019, doi: 10.1016/j.chb.2018.12.040.

S. Husain, A. Ghufran, and D. S. Chaubey, “Relevance of Social Media in Marketing and Advertising,” Splint Int. J. Prof., vol. 3, no. 7, pp. 21–28, 2016.

F. Bria, “Social media and their impact on organisations: building Firm Celebrity and organisational legitimacy through social media,” Imperial College Business School, 2013.

D. P. Korsah, I. B. Abdulai, and D. Gbormittah, “Perceived Usefulness and Ease of Use of Social Media among Pre-service Teachers in Ghana,” J. Educ. Learn. Technol., vol. 1, no. 3, pp. 69–78, 2020, doi: 10.38159/jelt.2020082.

F. Jackson, R. Amin, Y. Fu, J. E. Gilbert, and J. Martin, “A User Study of Net fl ix Streaming,” vol. 1, pp. 481–489, 2015, doi: 10.1007/978-3-319-20886-2.

D. G. M. Schouten, I. Pfab, A. H. M. Cremers, B. van Dijk, and M. A. Neerincx, “Computers Helping People with Special Needs,” ICCHP 2014 Part LNCS 8547, vol. 8547, no. August 2017, pp. 494–501, 2014, doi: 10.1007/978-3-319-08596-8.

S. S. Alam, S. Susmit, C. Y. Lin, M. Masukujjaman, and Y. H. Ho, “Factors affecting augmented reality adoption in the retail industry,” J. Open Innov. Technol. Mark. Complex., vol. 7, no. 2, 2021, doi: 10.3390/joitmc7020142.

J. Cabero-Almenara, J. M. Fernández-Batanero, and J. Barroso-Osuna, “Adoption of augmented reality technology by university students,” Heliyon, vol. 5, no. 5, 2019, doi: 10.1016/j.heliyon.2019.e01597.

S. Al-Skaf, E. Youssef, M. Habes, K. Alhumaid, and S. A. Salloum, “The Acceptance of Social Media Sites: An Empirical Study Using PLS-SEM and ML Approaches,” Adv. Intell. Syst. Comput., vol. 1339, no. March, pp. 548–558, 2021, doi: 10.1007/978-3-030-69717-4_52.

K. Alhumaid, M. Habes, and S. A. Salloum, “Examining the Factors Influencing the Mobile Learning Usage during COVID-19 Pandemic: An Integrated SEM-ANN Method,” IEEE Access, vol. 9, no. July, pp. 102567–102578, 2021, doi: 10.1109/ACCESS.2021.3097753.

N. Alaali, A. AL Marzooqi, A. Albaqaeen, F. Dahahbreh, and M. Alshurideh, “THE IMPACT OF ADOPTING CORPORATE GOVERNANCE STRATEGIC PERFORMANCE IN THE TOURISM SECTOR : A CASE STUDY IN THE KINGDOM OF BAHRAIN,” J. Leg. Ethical Regul. Issues, vol. 24, no. 1, pp. 1–18, 2021.

P. Pynta, S. A. S. Seixas, G. E. Nield, J. Hier, E. Millward, and R. B. Silberstein, “The power of social television: Can social media build viewer engagement? A new approach to brain imaging of viewer immersion,” J. Advert. Res., vol. 54, no. 1, pp. 71–80, 2014, doi: 10.2501/JAR-54-1-071-080.

U. Cebeci, O. Ince, and H. Turkcan, “Understanding the Intention To Use Netflix: an Extended Technology Acceptance Model Approach,” Int. Rev. Manag. Mark., vol. 9, no. 6, pp. 152–157, 2019, doi: 10.32479/irmm.8771.

M. Habes, S. Ali, S. A. Salloum, M. Elareshi, A.-K. Ziani, and B. Manama, “Digital Media and Students’ AP Improvement: An Empirical Investigation of Social TV,” in International Conference on Innovation and Intelligence for Informatics, Computing and Technologies (3ICT) Program, IEEE Explore, 2020. doi: 10.1109/3ICT51146.2020.9311941.

J. C. S. Prieto, S. O. Migueláñez, and F. J. García-Peñalvo, “Behavioral Intention of Use of Mobile Technologies Among Pre-Service Teachers,” 2015 Int. Symp. Comput. Educ. SIIE, pp. 120–125, 2015.

Y. Chen, Q. Wang, H. Chen, X. Song, H. Tang, and M. Tian, “An overview of augmented reality technology,” J. Phys. Conf. Ser., vol. 1237, no. 2, 2019, doi: 10.1088/1742-6596/1237/2/022082.

Statista, “Pakistan - Literacy rate,” Statista. Accessed: Oct. 13, 2023. [Online]. Available: https://www.statista.com/statistics/572781/literacy-rate-in-pakistan/

S. Gabler and S. Häder, “Sampling in Theory (Version 2.0 (GESIS Survey Guidelines),” Mannh. GESIS - Leibniz-Inst. Für Sozialwissenschaften, no. December, 2016, doi: 10.15465/gesis-sg.

J. García-Fernández, J. Fernández-Gavira, A. J. Sánchez-Oliver, P. Gálvez-Ruíz, M. Grimaldi-Puyana, and G. Cepeda-Carrión, “Importance-performance matrix analysis (Ipma) to evaluate servicescape fitness consumer by gender and age,” Int. J. Environ. Res. Public. Health, vol. 17, no. 18, pp. 1–19, 2020, doi: 10.3390/ijerph17186562.

S. Ali, M. Habes, E. Youssef, and M. Alodwan, “A Cross-Sectional Analysis of Digital Library Acceptance, & Dependency during Covid-19,” Int. J. Comput. Digit. Syst., no. July, 2021.

L. Osur, “Netflix and the Development of the Internet Television Network,” ProQuest Diss. Theses, no. May, 2016.

S. A. Pasha, E. Youssef, and H. Sharif, “Role of Virtual Reality in Improving Stud

ents’ LMS Experiences: Structural Equation Modelling Based Study,” in 2021 International Conference of Modern Trends in Information and Communication Technology Industry (MTICTI), Dec. 2021, pp. 1–7. doi: 10.1109/MTICTI53925.2021.9664769

Published
2023-12-20
How to Cite
Ali, S., Pasha, S., & Hashmat, S. (2023). Factors Behind Virtual Reality (VR) Enactment for Netflix Watching in Pakistan: An Integrated SEM-ANN-based Study. UMT Artificial Intelligence Review, 3(2). https://doi.org/10.32350/umt-air.32.03