| Summary: | Title: Factors of online movie services that influence the intention of Swedish people to adopt it. Background: Currently there are very few providers of online movie services. There are no established or well known companies that provide such a service in Sweden. One thought is that this may be a reason why the illegal download and piracy industry is still rife in Sweden. With this in mind, it is the authors’ aim to discover what factors influence the intention of Swedish people to adopt an online movie service. Theory: The conceptual framework used in this report is based on the Theory of Planned Behavior. After a critical literature review, this theory was adapted and other variables were added in order to create the most suitable conceptual framework for this research. Method: This descriptive research was done with quantitative approach. The primary data was collected from Swedish people by a questionnaire in Swedish and it was distributed to them via online and in person. Conclusion: There are several important factors for online movie services that influence the intention of Swedish people to adopt it. First, the subjective norm is one of the most important factors. A person is influenced by other people close to him/her and if those other people are positive about watching movies online, he/she is more likely to adopt the service. The second factor is the current way of watching movies. When people watch movies on the computer, laptop or via DVD, they are more likely to adopt the service, but it is the other way round for people who often watch movies on their TV. The third relevant factor that influences the intention to adopt is price consciousness. People are variously divided on this issue; some are willing to pay, whilst others rather want to watch free movies with commercials. However, most of the people do not want to pay to watch movie online and they look for the cheapest option. Finally, the attitude toward the service, a positive attitude is determined mostly by the relative advantages and the low complexity of the online movie services. People who think that online movies have advantages and it is not complicated are likely to adopt the services. Furthermore women are more likely to adopt than men and people older than 45 are not very likely to adopt the services.
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