engleski

Identifying Motivation Factors for Using Various Programme Guide Options

Programme guides have been a source of scheduling information since the beginning of television. The electronic programme guide is owadays an omnipresent service on all television sets, but still only 55% of respondents in this research select it as a primary option, while others use teletext, Internet portals or applications and printed programme guides. Motivation factors for using various programme guide options were evaluated with the help of the UTAUT2-based research model. When it comes to the behavioural intention to use the programming guide option, the model explained 89.6% of the variance in the case of the electronic programme guide, 71.0% in the case of teletext and 80.1% in the case of Internet portals and applications. The results indicate that for all options, the independent variables of habit (users’ assessment based on previous experiences) and performance expectancy (the users’ belief that by using the solution, they will become more productive) are the main motivators for the behavioural intention to use the programme guide option. The individual’s perception that the selected option is a good value for money is also important to the users of the electronic programme guide and Internet portals, while the social infl uence variable, which outlines the users’ belief that the individuals who they fi nd important will support them in the use of the selected option, affects teletext and Internet portals. The results also indicate that habit is the dominant motivator behind the actual use of either of the programme guide options.

electronic programme guide ; UTAUT2 ; teletext ; programme guide ; be- havioural intention

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