ADOPCIÓN POR PARTE DEL SERVICIO VOD POR PARTE DE LOS CONSUMIDORES EN LA CIUDAD DE GUAYAQUIL

Abstract

The development of the Internet has created new industries and a new demand. As is the case of the VOD service. These new platforms are emerging as an alternative to traditional television and adjusted to the lifestyles of today's consumer. This format has been introduced in the Ecuadorian market formally in 2014 with significant growth, although its penetration is still very limited. Based on this background this paper seeks to determine the factors that influence the acceptance of the VOD service in the city of Guayaquil. For this purpose a study with a quantitative approach was performed by descriptive and causal analysis through surveys applied to young university students of the city of Guayaquil, following a non-probability sampling. The analysis of the data was performed using multiple linear regression where it was determined that the acceptance of new technologies, interesting service, and convenience are the significant factors that influence this behavior.