Understanding Behavioral Intention to Subscribe to Video- On-Demand Platforms During The COVID-19 Pandemic: Evidence from Indonesia

Subscriber-based video-on-demand (SVoD) platforms saw significant business growth during the COVID-19 pandemic. Due to restrictions on movement, the Indonesian government strictly regulated visiting the cinema during the CO VID-19 outbreak. Consequently, film providers and consumers adopted SVoD ser...

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Bibliographic Details
Published inThe Asian journal of technology management Vol. 15; no. 2; pp. 126 - 140
Main Authors Kania, Rafiati, Ramadhani, Nabila Shafira, Wibisono, Nono, Gunawan, Arie Indra
Format Journal Article
LanguageEnglish
Published Bandung Institut Teknologi Bandung, School of Business and Management 01.07.2022
Subjects
Consumer behavior
Consumers
COVID-19
Hypotheses
Influence
Motivation
Pandemics
Risk perception
Social networks
Streaming media
Subscriptions
Video on demand
Video transmission
Indonesia
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Summary:Subscriber-based video-on-demand (SVoD) platforms saw significant business growth during the COVID-19 pandemic. Due to restrictions on movement, the Indonesian government strictly regulated visiting the cinema during the CO VID-19 outbreak. Consequently, film providers and consumers adopted SVoD services as alternative digital platforms. However, Indonesian subscriptions currently lag behind other countries. In addition, a survey from 2019 by the Coalition Against Piracy discovered that 63% of Indonesian consumers opt to access illegal streaming services instead of paying subscription fees to video streaming providers. This research empirically examines the social influences, perceived risks, hedonic motivations, and utility values that affect behavioral intention to understand what factors influence paying subscriptions. The hypotheses proposed in our research model are tested on a sample of 291 Indonesian SVoD platform subscribers. The partial-least square modeling result shows that social influence, hedonic motivation, and utilitarian value can, directly and indirectly, influence behavioral intention. Contrary to our research hypotheses, the perceived risk of adopting illegal streaming videos only indirectly influences behavioral intention. Finally, it is noted that a combination of external and internal consumer motivations impact the intent to subscribe to a SVoD platform.
ISSN:1978-6956
2089-791X