GRADUATION PROJECT PROJECT
MASTER OF MARKETING STUDIES AND ACTIONS
Cohort 2023-2025
Understanding The Factors Influencing
The Continuance Intention To Use
Subscription Video On Demand Services
In Vietnam
Researcher: Nguyen Hoang Linh
Supervisors: Dr. Bui My Trinh
Hanoi, 2025
TABLE OF CONTENTS
Chapter I. INTRODUCTION 1
1.1 Reason for choosing the topic 1
1.2. Research Questions and Research Objectives 2
1.2.1 Research Questions 2
1.2.2 Research Objectives 2
1.3. Scope of Research 3
1.3.1. Time Scope 3
1.3.2. Geographical Context 3
1.3.3. Research Subjects 3
1.3.4. Research Content 3
1.4. Research Organization 3
1.5. Research method 4
1.5.1. Data collection 4
1.5.2. Data analysis 5
1.6. Significance of the study 5
1.6.1. Theoretical Contribution 5
1.6.2. Practical Contribution 6
Chapter II. LITERATURE REVIEW AND THEORETICAL
BACKGROUND 8
2.1. Review of related definition 8
2.1.1. Definition of OTT services 8
2.1.2. Definition of Video on Demand 8
2.2.3. Definition of Subscription Video on Demand 9
2.2. Theoretical framework 10
2.2.1. Theory of Acceptance and Use of Technology (UTUAT) 10
2.2.2. Theory of Acceptance and Use of Technology 2 (UTUAT-2) 12
2.3. Related Research and Research Gap 13
2.4. Hypothesis development 15
2.4.1. Performance Expectancy 15
2.4.2. Effort Expectancy 16
2.4.3. Social Influence 17
2.4.4. Facilitating Condition 17
2.4.5. Hedonic Motivation 18
2.4.6. Price Value 19
2.4.7. Usage habit 20
2.4.8. Personal Innovativeness 21
2.4.9. Trust 22
2.5. Proposed research model 24
Chapter III. RESEARCH METHODOLOGY 27
3.1 Research design 27
3.1.1. Preliminary research stage 27
3.1.2. Official research stage 29
3.2 Methods of sampling and data collection 31
3.2.1. Sampling design 31
3.2.2. Data collection 33
3.3. Measurement scale development 33
3.3.1. Performance Expectancy scale (PE) 33
3.3.2. Effort Expectancy scale (EE) 35
3.3.3. Social Influence scale (SI) 36
3.3.4. Facilitating Condition scale (FC) 37
3.3.5. Hedonic Motivation scale (HM) 38
3.3.6. Price Value scale (PV) 39
3.3.7. Usage Habit scale (UH) 40
3.3.8. Personal Innovativeness scale (PI) 41
3.3.9. Trust scale (TR) 42
3.3.10. Continuance Intention Use scale (CIU) 43
3.4. Data analysis method 43
3.4.1 Descriptive Analysis and Mean Comparison (SPSS) 43
3.4.2 Measurement Model Assessment (SmartPLS) 44
3.4.3 Structural Model Assessment (SmartPLS) 45
3.4.4 Moderation Analysis (SmartPLS) 45
Chapter IV. ANALYSIS RESULTS 47
4.1 Descriptive analysis and mean comparison 47
4.1.1 Descriptive analysis 47
4.1.2 Mean comparison 50
4.2 Reliability analysis 52
4.3 Measurement model 54
4.3.1 Indicator reliability 54
4.3.2 Reliability and convergent validity 56
4.3.3 Discriminant validity 57
4.4 Structural Equation Model 60
4.4.1 Collinearity 60
4.4.2 Coefficient of Determination (R²) 61
4.4.3 Effect Size (f²) 62
4.4.4 Path coefficients 63
4.4.5 Moderation Analysis 65
4.4.5.1. Moderating Effects 65
4.4.5.1. Simple slope analysis 68
4.4.6 Summary of Hypothesis Testing 71
4.5. Discussion of Findings 74
4.5.1. The Dominance of Social and Habitual Drivers 74
4.5.2. The "Hygiene Factor" of Effort Expectancy 74
4.5.3. The Selective Moderating Role of Trust (TR) 74
4.5.4. Foundational Factors: FC, PV, and PI 75
Chapter V. DISCUSSION AND RECOMMENDATION 76
