Influence of Video Piracy Websites on Vietnamese Users’ Behavior of Using Subscription Video-on-Demand Services

This study aimed to explore the impact of Vietnamese users' perceptions of video piracy websites (VPW) on their behavior of using subscription video-on-demand (SVOD) services. Combining the protection motivation theory (PMT) and theory of planned behavior (TPB), a theoretical model was developed and empirically tested using questionnaire data from 397 Vietnamese users. After analyzing data by the structural equation modeling (SEM) in SmartPLS 4.1, it is revealed that self-efficacy, attitude, and subjective norms positively and significantly predicted behavioral intention to use SVOD services. Moreover, perceived severity and vulnerability associated with VPW also positively influenced this intention. Meanwhile, the impact of response cost and response efficacy on behavioral intention was found to be statistically negligible. Finally, the study discovered that there is a strongly positive relationship between behavioral intention and behavior of using SVOD services among Vietnamese users. In general, this is the first study to investigate Vietnamese users' behavior of SVOD services with the influence of VPW and apply the PMT and TPB to research on over-the-top media consumption.