Intention In Buying Video- On-Demand Subscription Services
DOI:
https://doi.org/10.54518/ebh.4.2.2025.683Keywords:
Perceived Usefulness, Perceived Enjoyment, Social Value, Ease of Use, Perceived PriceAbstract
Nowadays subscription video-on-demand seems to become a solution to entertainment access in the form of video such as movies and series. Through the subscription video-on-demand service, consumers can control what they want to watch, which can be accessed anytime and anywhere if the electronic device is connected to the internet. Seeing many internet users in Indonesia, making subscription video-on-demand service have great potential to develop in Indonesia. In addition, the development of the SVOD industry is accompanied by a high level of competitiveness in it. So, it needs a strategy to expand the market by having more customers for business continuity and growth of the subscription video-on-demand platform. Therefore, it is important to find out the factors that influence the intention in purchasing subscription video-on-demand. The research was conducted using a sample of 152 respondents with the criteria of being domiciled in Semarang City and knowing about video on demand subscription services. Data were obtained from questionnaires which were then processed and analysed using Structural Equation Modelling (SEM) as analytical methods and AMOS as a data processing tool. The author found that perceived usefulness, perceived enjoyment, social value, perceived ease of use, and perceived price have a significant effect on the purchase intention of subscription video-on-demand.
References
Chu, C. W., & Lu, H. P. (2007). Factors influencing online music purchase intention in Taiwan: An empirical study based on the value‐intention framework. Internet Research, 17(2), 139-155.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 23(2), 319-340.
Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace 1. Journal of applied social psychology, 22(14), 1111-1132.
Faqih, K. M. (2022). Factors influencing the behavioral intention to adopt a technological innovation from a developing country context: The case of mobile augmented reality games. Technology in Society, 69(2), 101958.
Fernandes, T., & Guerra, J. (2019). Drivers and deterrents of music streaming services purchase intention. International Journal of Electronic Business, 15(1), 21-42.
Hamari, J., Hanner, N., & Koivisto, J. (2020). " Why pay premium in freemium services?" A study on perceived value, continued use and purchase intentions in free-to-play games. International Journal of Information Management, 51(3), 102040.
Heijden, H. (2004). User acceptance of hedonic information systems. MIS quarterly, 28(4), 695-704.
Hew, T. S., Leong, L. Y., Ooi, K. B., & Chong, A. Y. L. (2016). Predicting drivers of mobile entertainment adoption: a two-stage SEM-artificial-neural-network analysis. Journal of Computer Information Systems, 56(4), 352-370.
Hu, X., Huang, Q., Zhong, X., Davison, R. M., & Zhao, D. (2016). The influence of peer characteristics and technical features of a social shopping website on a consumer’s purchase intention. International Journal of Information Management, 36(6), 1218-1230.
Jacoby, J., Johar, G. V., & Morrin, M. (1998). Consumer behavior: A quadrennium. Annual review of psychology, 49(1), 319-344.
Khasanah, U., & Sasana, H. (2022). Empirical relationship between gender equality and socio-economic developments: An error correction model. Arthatama, 6(1), 12-25.
Kim, H. W., Kankanhalli, A., & Lee, H. L. (2016). Investigating decision factors in mobile application purchase: A mixed-methods approach. Information & Management, 53(6), 727-739.
Leong, L. Y., Ooi, K. B., Chong, A. Y. L., & Lin, B. (2013). Modeling the stimulators of the behavioral intention to use mobile entertainment: does gender really matter?. Computers in Human Behavior, 29(5), 2109-2121.
Lotz, A. D. (2020). The future of televisions, a response. Media, Culture & Society, 42(5), 800-802.
Marpaung, C. R., Za’im Tsabit, I. A., & Pangestuti, I. R. D. (2024). The role of Gen-Z in supporting sustainable development through green economy towards Golden Indonesia 2045. Research Horizon, 4(4), 315-320.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
Song, J. (2014). Understanding the adoption of mobile innovation in China. Computers in Human Behavior, 38(3), 339-348.
Sosa, W. H. (2017). The impact of creativity and community facilitation on music streaming adoption and digital piracy. Computers in Human Behavior, 69(1), 444-453.
Suparjo, S., & Dana, Y. A. (2024). The Role of Corporate Social Responsibility and Reputation Management in Global Marketing Success. Economic and Business Horizon, 3(3), 102-107.
Sweeney, J. C., dan Soutar, G. N. (2001). Consumer Perceived Value: The Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203–220.
Wang, H. Y., Liao, C., & Yang, L. H. (2013). What affects mobile application use? The roles of consumption values. International Journal of Marketing Studies, 5(2), 11.
Wang, Y. Y., Lin, H. H., Wang, Y. S., Shih, Y. W., & Wang, S. T. (2018). What drives users’ intentions to purchase a GPS Navigation app: The moderating role of perceived availability of free substitutes. Internet Research, 28(1), 251-274.
Wang, Y.-S., Yeh, C.-H., dan Liao, Y.-W. (2013). What Drives Purchase Intention in The Context of Online Content Services? The Moderating Role of Ethical Self-Efficacy for Online Piracy. International Journal of Information Management, 33(1), 199–208.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
