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[{"key": "dc.contributor.advisor", "value": "Siponen, Mikko", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Nuutinen, Heini", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-06-20T11:18:39Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-06-20T11:18:39Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2016", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1545135", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/50478", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkimuksessa oli tavoitteena selvitt\u00e4\u00e4 mitk\u00e4 tekij\u00e4t vaikuttavat Netflixin k\u00e4ytt\u00f6\u00f6n. Online-videopalveluiden k\u00e4ytt\u00f6 on Suomessa jo varsin yleisell\u00e4 tasolla (Karkimo, 2015) ja sen vuoksi on t\u00e4rke\u00e4 ymm\u00e4rt\u00e4\u00e4 mitk\u00e4 tekij\u00e4t k\u00e4ytt\u00f6\u00f6n vaikuttavat, jotta palvelua voidaan kehitt\u00e4\u00e4 ja asiakkaita palvella entist\u00e4 paremmin. \r\nNetflixin k\u00e4yttt\u00f6\u00f6n vaikuttavia tekij\u00f6it\u00e4 ei olla aiemmin suoraan tutkittu. T\u00e4m\u00e4n tutkimuksen rakentamisessa k\u00e4ytettiin apuna UTAUT2-mallia (Unified theory of acceptance and use of technology) sek\u00e4 muutamia muita tutkimuksia, jotka olivat syventyneet television, internetin ja erilaisten viihdepalveluiden k\u00e4ytt\u00f6\u00f6n vaikuttaviin tekij\u00f6ihin. N\u00e4ist\u00e4 tutkimuksista tuotiin p\u00e4\u00e4teemat suoritettuun puolistrukturoituun haastattelututkimukseen, johon saatiin hyv\u00e4 haastateltavien joukko (29 vastaajaa) suomalaisia 21-33 -vuotiaita miehi\u00e4 ja naisia. \r\nHaastattelut vahvistivat, ett\u00e4 seuraavat tekij\u00e4t ovat liitoksissa Netflixin k\u00e4ytt\u00f6\u00f6n: suoritusodotukset, sosiaalinen paine, helpottavat olosuhteet, hedoninen motivaatio, median ahmimisk\u00e4ytt\u00e4ytyminen, tapa/kokemus, tunnetila ja paikkariippumattomuus. Tutkimuksessa ei pystytty yksiselitteisesti arvioimaan vaikuttavatko kyseiset tekij\u00e4t Netflixin k\u00e4ytt\u00f6\u00f6n vai ovatko ne vain huomioituja asioita palvelusta. Tekij\u00e4t, jotka vaikuttivat Netflixin k\u00e4ytt\u00f6\u00f6n olivat vaivaodotukset, sis\u00e4lt\u00f6, aikariippumattomuus, mainonta ja hinta-laatusuhde. N\u00e4iden lis\u00e4ksi k\u00e4ytt\u00f6\u00f6n vaikutti laittomalta lataamiselta v\u00e4lttyminen, el\u00e4m\u00e4ntilanne, muut harrastukset ja vapaa-ajan m\u00e4\u00e4r\u00e4. \r\nNetflixin sis\u00e4lt\u00f6 ja mainonta olivat suurimpia k\u00e4ytt\u00f6\u00f6n vaikuttavia tekij\u00f6it\u00e4. Vastaajat olivat sit\u00e4 mielt\u00e4, ett\u00e4 saattaisivat lopettaa palvelun katsomisen, jos Netflixiin tulisi mainonta ja heit\u00e4 kiinnostavaa katsottavaa sis\u00e4lt\u00f6\u00e4 ei en\u00e4\u00e4 l\u00f6ytyisi. T\u00e4m\u00e4n tutkimuksen perusteella n\u00e4m\u00e4 tekij\u00e4t ovat kriittisimpi\u00e4 palvelun k\u00e4yt\u00f6lle ja menestymiselle. T\u00e4m\u00e4 uuden tutkimustiedon valossa tutkija ehdottaa uutta UTAUT2V-mallia jatkotutkimuksia varten.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The target of this research was to find out which factors affect the use of Netflix. The use of online video services has become more and more banal in Finland (Karkimo, 2015) and due to that fact it is important to understand which factors affect the use so that the service can be improved to serve its customers better. \r\nThe factors affecting Netflix use have not been researched that much earlier. UTAUT2 model (Unified theory of acceptance and use of technology) and some previous research concerning the factors affecting television, internet and other entertainment services were used to build this research. The main themes for this half-structured interview research were selected from the previous research. The sample (29 people) of this research was a good representation of Finnish 21 - 33 year old male and female Netflix users. \r\nThe interviews confirmed that the following factors are related to Netflix use: performance expectancy, social influence, facilitating conditions, hedonic motivation, binge-watching, habit, emotional state and location independency. In this research we weren't able to prove unambiguously if these factors affect the use of Netflix or if they are just factors the users notice in general. The factors that did affect the use were content, effort expectancy, time independency, advertising and price-value. On top of these factors the prevention of illegal use, the life situation, other hobbies and the amount of free time affected the use. \r\nThe content in Netflix and advertising were the most important factors affecting the use. The interviewees said they might stop using Netflix if they started advertising or there was no content they wanted to see anymore. According to this research these were the most critical factors affecting the use and the success of Netflix. In the light of this new research we propose a new model UTAUT2V to be used in further research.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Heini Nuutinen (hekanuut) on 2016-06-20 11:18:39.168436. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2016-06-20T11:18:39Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201606203238.pdf: 783942 bytes, checksum: 359e983d697b08a4b7e11bd5a49a2e9f (MD5)\r\nlicense.html: 4800 bytes, checksum: 447733f58f7c0e1c379805fb37848e91 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-06-20T11:18:39Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201606203238.pdf: 783942 bytes, checksum: 359e983d697b08a4b7e11bd5a49a2e9f (MD5)\r\nlicense.html: 4800 bytes, checksum: 447733f58f7c0e1c379805fb37848e91 (MD5)\r\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (80 sivua)", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "Netflix", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "UTAUT2", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Netflixin k\u00e4ytt\u00f6\u00f6n vaikuttavat tekij\u00e4t", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201606203238", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Tietojenk\u00e4sittelytieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Computer Science and Information Systems", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Digitaalinen media", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2016-06-20T11:18:40Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "motiivit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "k\u00e4ytt\u00f6", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "suorak\u00e4ytt\u00f6", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sis\u00e4lt\u00f6", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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