Factors affecting social TV acceptance among Generation Z in Jordan

The integration of television screens to become a new media interaction is one of the most significant shifts that technology has brought us. Today, Social TV is a developed source of communication, education, and entertainment through interactive platforms. This study examines the factors influencing Social TV acceptance among Generation Z in Jordan. We employed a cross-sectional design and obtained data from n = 304 respondents. Findings attained from Structural Equation Modelling revealed that different factors (e.g., personal beliefs, attitude towards behaviour, and intention towards behaviour) predicted respondents' attitudes and behaviour regarding Social TV behavioural acceptance. However, attitude towards behaviour was not linked to subjective norms, with the latter not correlated with intention towards behaviour. The proposed mediation role of perceived ease-of-use and usefulness had significant influence, indicating how Social TV acceptance is deeply associated with respondents' new behavioural patterns and habits. Thus, we conclude that in terms of explaining human behaviour, the role of motivational factors in accelerating one's intention, and their impacts, is a complex phenomenon.