Main Article Content
Abstract
Subscriber-based Video on Demand (SVoD) is currently growing business sector during the COVID-19 pandemic. Since the pandemic effect human mobilization, the Indonesian government strictly regulated visiting the cinema to press Covid-19 outbreak. Consequently, film providers and consumers adopt SVoD as an alternative digital platform. Nevertheless, Indonesian subscriptions are currently lagging behind other countries. In addition, a survey from Coalition Against Piracy in 2019 has 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 social influence, perceived risk, hedonic motivation, and utility value to influence behavioral intention to understand what factors influence paying subscriptions. The hypotheses proposed in our research model are tested on a sample of 291 Indonesian subscribers of SVoD platforms. The partial-least square modeling result shows that social influence, hedonic motivation, and utilitarian value can, directly and indirectly, influence behavioral intention. Contrary to research hypotheses, the perceived risk of adopting illegal streaming videos can only indirectly influence behavioral intention. Finally, it is noted that a combination of external and internal consumer motivation will impact subscriptions intention.
Keywords
Indonesia
movie piracy
behavioral intention
video streaming service
video-on-demand
Article Details
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2017. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium
How to Cite
Kania, R., Ramadhani, N. S., Wibisono, N., & Gunawan, A. I. (2022). Understanding behavioral intention to subscribe video-on-demand platform during COVID-19 pandemic: evidence from Indonesia. The Asian Journal of Technology Management (AJTM), 15(2), 126–140. https://doi.org/10.12695/ajtm.2022.15.2.3
References
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AVIA. (2019). Newly released survey finds 63% of Indonesians have accessed streaming piracy websites or torrent sites. Retrieved from https://www.acnnewswire.com/press-release/english/56412/newly-released-survey-finds-63-of-indonesians-have-accessed-streaming-piracy-websites-or-torrent-sites. [Accessed 16 Juli 2021]
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Bentley, F., Silverman, M., & Bica, M. (2019). Exploring Online Video Watching Behaviors. Proceedings of the 2019 ACM International Conference on Interactive Experiences for TV and Online Video. https://doi.org/10.1145/3317697
Burruss, G., & Dodge, C. (2018). The criminality of digital piracy: Is it a pathway to more serious offending? In Digital Piracy: A Global, Multidisciplinary Account. https://doi.org/https://doi.org/10.4324/9781315158679
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Hair, Joe F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, Joe F, Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, (40), 414–433. https://doi.org/10.1007/s11747-011-0261-6
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Kwak, K. T., Oh, C. J., & Lee, S. W. (2021). Who uses paid over-the-top services and why? Cross-national comparisons of consumer demographics and values. Telecommunications Policy, 45(7), 102168. https://doi.org/10.1016/j.telpol.2021.102168
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References
Adebule, H. O., Ogundipe, C. F., Olasehinde, S. A., & Omojuwa, B. D. (2020). Price Discount and Retention of Customers of Pay Television Sector in Ekiti State, Nigeria. International Journal of Marketing Research Innovation, 4(1), 13–19. https://doi.org/10.46281/IJMRI.V4I1.555
Ammurabi, S. D. (2020). Layanan streaming, makin berjaya di era Corona. Retrieved from https://www.alinea.id/bisnis/layanan-streaming-makin-berjaya-di-era-corona-b1ZT49xcZ. [Accessed 16 Juli 2021]
Arizzi, G., Breitenreiter, J., Khalsa, R., Iyer, R., Babin, L. A., & Griffin, M. (2020). Modeling Business Student Satisfaction: Utilitarian Value and Hedonic Value as Drivers of Satisfaction. Marketing Education, 30(4), 196–207. https://doi.org/10.1080/10528008.2020.1822186
AVIA. (2019). Newly released survey finds 63% of Indonesians have accessed streaming piracy websites or torrent sites. Retrieved from https://www.acnnewswire.com/press-release/english/56412/newly-released-survey-finds-63-of-indonesians-have-accessed-streaming-piracy-websites-or-torrent-sites. [Accessed 16 Juli 2021]
Baittri, J. H. (2021). Ada Iklan Porno dan Judi Online, Pemilik Film “Keluarga Cemara” Tolak Mediasi. Retrieved July 16, 2021, from kompas website: https://regional.kompas.com/read/2021/02/04/20512521/ada-iklan-porno-dan-judi-online-pemilik-film-keluarga-cemara-tolak-mediasi. [Accessed 16 Juli 2021]
Bentley, F., Silverman, M., & Bica, M. (2019). Exploring Online Video Watching Behaviors. Proceedings of the 2019 ACM International Conference on Interactive Experiences for TV and Online Video. https://doi.org/10.1145/3317697
Burruss, G., & Dodge, C. (2018). The criminality of digital piracy: Is it a pathway to more serious offending? In Digital Piracy: A Global, Multidisciplinary Account. https://doi.org/https://doi.org/10.4324/9781315158679
CNN Indonesia. (2019). Bahaya Nonton Film di Situs Bajakan seperti IndoXXI. Retrieved July 16, 2021, from https://www.cnnindonesia.com/teknologi/20191220073003-185-458560/bahaya-nonton-film-di-situs-bajakan-seperti-indoxxi. [Accessed 16 Juli 2021]
Cunningham, S., Silver, J., & McDonnell, J. (2010). Rates of change: Online distribution as disruptive technology in the film industry. Media International Australia, (136), 119–132. https://doi.org/10.1177/1329878x1013600114
Daryanto, A., Ruyter, K. de, & Wetzels, M. (2009). Getting a Discount or Sharing the Cost: The Influence of Regulatory Fit on Consumer Response to Service Pricing Schemes: Journal of Service Research, 13(2), 153–167. https://doi.org/10.1177/1094670509351566
Derakhti, A., Ramírez-Rivas, C., & Ramírez-Correa, P. E. (2020). Streaming or misbehavior, investigation on movie streaming or movie piracy. DYNA (Colombia), 87(215), 102–108. https://doi.org/10.15446/dyna.v87n215.84541
Dewi, I. J., & Ang, S. H. (2020). Assessing the imagination scale’s nomological validity: Effect of hedonic versus utilitarian product types and abstract versus concrete advertising execution. Gadjah Mada International Journal of Business, 22(2), 118–136. https://doi.org/10.22146/gamaijb.51111
El-Masri, M., & Tarhini, A. (2017). Factors affecting the adoption of e-learning systems in Qatar and USA: Extending the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). Educational Technology Research and Development, 1–21. https://doi.org/10.1007/S11423-016-9508-8
Farveen, F. (2020, April 23). Indonesian Streaming Platform Vidio records 225% growth amid COVID-19. Retrieved from https://www.marketing-interactive.com/indonesian-streaming-platform-vidio-records-225-growth-amid-covid-19
Fergus Putri, A. R., & Paksi, A. K. (2021). the Strategy of Netflix To Dominate the Entertainment Media Market in Indonesia 2016-2021. Jurnal Ilmiah Dinamika Sosial, 5(1), 110–134. https://doi.org/10.38043/jids.v5i1.3049
Fernández-Robin, C., McCoy, S., Yáñez, D., & Hernández-Sarpi, R. (2019). Netflix, Who Is Watching Now? Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 11578 LNCS, 202–216. https://doi.org/10.1007/978-3-030-21902-4_15
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382–388. https://doi.org/10.1177/002224378101800313
Gómez Hidalgo, J. M., Sanz, E. P., García, F. C., & Rodríguez, M. D. B. (2009). Chapter 7 Web Content Filtering. In In Advances in Computers (Vol. 76. https://doi.org/https://doi.org/10.1016/S0065-2458(09)01007-9
Hair, Joe F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, Joe F, Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, (40), 414–433. https://doi.org/10.1007/s11747-011-0261-6
Hair, Joseph F., Ringle, C. M., & Sarstedt, M. (2013). Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance. Long Range Planning, 46(1–2), 1–12. https://doi.org/10.1016/j.lrp.2013.01.001
Heubl, B. (2020). How to party with Netflix. Engineering & Technology, 15(4), 51–53. https://doi.org/10.1049/ET.2020.0413
Huete-Alcocer, N. (2017). A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior. Frontiers in Psychology, 0(JUL), 1256. https://doi.org/10.3389/FPSYG.2017.01256
Kilcullen, M. L., Kandasamy, Y., Evans, M., Kanagasignam, Y., Atkinson, I., van der Valk, S., … Baxter, M. (2020). Neonatal nurses’ perceptions of using live streaming video cameras to view infants in a regional NICU. Journal of Neonatal Nursing, 26(4). https://doi.org/10.1016/j.jnn.2020.01.012
Kim, S., Lee, C., Lee, J., & Kim, J. (2021). Over-the-top bundled services in the Korean broadcasting and telecommunications market: Consumer preference analysis using a mixed logit model. Telematics and Informatics, 61, 101599. https://doi.org/10.1016/J.TELE.2021.101599
Koul, S., Ambekar, S. S., & Hudnurkar, M. (2021). Determination and ranking of factors that are important in selecting an over-the-top video platform service among millennial consumers. International Journal of Innovation Science, 13(1), 53–66. https://doi.org/10.1108/IJIS-09-2020-0174
Kwak, K. T., Oh, C. J., & Lee, S. W. (2021). Who uses paid over-the-top services and why? Cross-national comparisons of consumer demographics and values. Telecommunications Policy, 45(7), 102168. https://doi.org/10.1016/j.telpol.2021.102168
Lee, C. C., Nagpal, P., Ruane, S. G., & Lim, H. S. (2018). Communications of the IIMA Factors Affecting Online Streaming Subscriptions SUBSCRIPTIONS. Communications of the IIMA, 16(1).
Lestari, E. D., Richard, O., & Soesanto, C. (2020). Implications on Continuance Intention To Use Svod : Study on. DeReMa (Development of Research Management): Jurnal Manajemen Vol., 15(2), 183–208.
Lim, X. J., Cheah, J. H., Cham, T. H., Ting, H., & Memon, M. A. (2020). Compulsive buying of branded apparel, its antecedents, and the mediating role of brand attachment. Asia Pacific Journal of Marketing and Logistics, 32(7), 1539–1563. https://doi.org/10.1108/APJML-03-2019-0126
Liu, J., Liu, Y., Li, H., Li, D., & Rau, P.-L. P. (2009). Acceptance of Mobile Entertainment by Chinese Rural People. Lecture Notes in Computer Science (Including Subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 5615 LNCS(PART 2), 335–344. https://doi.org/10.1007/978-3-642-02710-9_37
Madan, K., & Yadav, R. (2016). Behavioural intention to adopt mobile wallet: a developing country perspective. Journal of Indian Business Research, 8(3), 227–244. https://doi.org/10.1108/JIBR-10-2015-0112
Mahelingga, D. E. I. R. (2021). Sirkulasi Film Platform Streaming di Indonesia. LIPI Press, 1–4. Retrieved from https://lipipress.lipi.go.id/detailpost/sirkulasi-film-platform-streaming-di-indonesia
Maholtra, N. K., Daniel, N., & Birks, D. F. (2017). Marketing research. In The Marketing Book: Seventh Edition. https://doi.org/10.4324/9781315890005
Media Partner Asia. (2021). Mpa Report : Premium Video Captures 10 % of Total Video Streaming Minutes in Southeast Asia. Retrieved from https://www.media-partners-asia.com/AMPD/Q1_2021/PR.pdf. [Accessed 16 Juli 2021]
Nagaraj, S., Singh, S., & Yasa, V. R. (2021). Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India. Technology in Society, 65(March), 101534. https://doi.org/10.1016/j.techsoc.2021.101534
Namkung, Y., & Jang, S. (2016). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions: Journal of Hospitality & Tourism Research, 31(3), 387–409. https://doi.org/10.1177/1096348007299924
Pereira, R., & Tam, C. (2021). Impact of enjoyment on the usage continuance intention of video-on-demand services. Information and Management, 58(7), 103501. https://doi.org/10.1016/j.im.2021.103501
Purnamaningsih, P., Erhan, T. P., & Rizkalla, N. (2019). Behavioral intention towards application-based short-distance delivery services adoption in indonesia. Review of Behavioral Aspect in Organizations and Society, 1(1), 77–86. https://doi.org/10.32770/RBAOS.VOL177-86
Saha, G. C., & Theingi. (2009). Service quality, satisfaction, and behavioural intentions: A study of low-cost airline carriers in Thailand. Managing Service Quality, 19(3), 350–372. https://doi.org/10.1108/09604520910955348
Setianto, Y. P. (2015). Media policy in the context of global media flows, the internet, and piracy: An historical analysis of media regulation in Indonesia. Jurnal Komunikasi: Malaysian Journal of Communication, 31(2), 371–388. https://doi.org/10.17576/jkmjc-2015-3102-21
Singh, S., Singh, N., Kalinić, Z., & Liébana-Cabanillas, F. J. (2021). Assessing determinants influencing continued use of live streaming services: An extended perceived value theory of streaming addiction. Expert Systems with Applications, 168. https://doi.org/10.1016/j.eswa.2020.114241
Sundaravel, E., & Elangovan, N. (2020). Emergence and future of Over-the-top (OTT) video services in India: an analytical research. International Journal of Business Management and Social Research, 8(2), 489–499. https://doi.org/10.18801/ijbmsr.080220.50
Talukder, S., Chiong, R., Dhakal, S., Sorwar, G., & Bao, Y. (2019). A two-stage structural equation modeling-neural network approach for understanding and predicting the determinants of m-government service adoption. Journal of Systems and Information Technology, 21(4), 419–438. https://doi.org/10.1108/JSIT-10-2017-0096
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