Abstract:

To study the factors influencing the consumers’ adoption of charged online movies (COM), a structural equation model was built based on the theories of planned behavior and innovation diffusion, and a questionnaire used to obtain the observed data was devised according to the model The results showed that the consumers’ attitude, subjective norms, perceived behavioral control, past behavior, planned usage and innovativeness all had significantly positive effect on their adoption of COM, and meanwhile both the relative advantages and complexity of COM significantly affect the consumers’ adoption attitude to COM The study will help COM suppliers make marketing decision

Key words: charged online movies, consumers&rsquo, adoption, influencing factors