The Influence of Perceived Usefulness, Satisfaction, and Personalization on Subscription Video on Demand Continuance Intentions

Abstract

The rapid development of Subscription Video on Demand (SVoD) services in Indonesia makes it promising. The change in consumers’ behavior from watching movies through television channels and cinemas to online streaming has encouraged industry players to look for innovation. The research aims to analyze factors influencing the intention to continue using SVoD with Netflix as the case study. The research combines two theories, namely Information System Success (ISS) Model and Expectation Confirmation Theory (ECT). The research also adds an aspect of personalization which is one of the characteristics of SVoD services. There are 623 respondents who have used Netflix’s SVoD service at least once (purposive sampling) to participate in the research. The data are analyzed using the covariancebased structural equation model and facilitated using AMOS 26 program. The results indicate that service quality has a positive effect on confirmation. Then, system quality has a positive effect on perceived usefulness, and confirmation has a positive effect on satisfaction. Moreover, satisfaction, perceived usefulness, and personalization positively affect continuance intention to use SVoD services. Based on these results, the research is expected to contribute to SVoD service providers to evaluate their services so that users have the intention to continue using the SVoD services.

Continuance intention of digital education in traditional Indonesian higher education: Policy implication forward

“…The study found that Indonesian Islamic higher education students are generally ready for online learning, have positive attitudes, and have a keen interest in it. These findings are consistent with previous studies that have found that students generally are increasingly comfortable and engaged with online learning (Elfeky and Elbyaly, 2021;Carissa et al, 2023;Ayyoub et al, 2023). The study also found that technological devices and internet connectivity are pivotal in students' readiness for online learning.…”

“…Finally, the study found that students value the technological advancements, affordability, and intellectually challenging nature of online learning (Sukendro et al, 2020). This is consistent with previous research showing that students are attracted to continuance intention to use online knowledge for its innovative features, costeffectiveness, and ability to provide a stimulating learning environment (Carissa et al, 2023;Legramante et al, 2023;Du et al, 2022).…”

“…Measuring continuing intention to use online platforms encompasses several key components: perceived utility, satisfaction, and positive attitude. Other studies have derived these components (Elfeky and Elbyaly, 2021;Carissa et al, 2023;Ayyoub et al, 2023). The participants were asked to assess their level of agreement with each statement using a seven-point Likert scale.…”

“…Satisfaction: Higher satisfaction levels with online platforms contribute to a greater intention to continue using them. Satisfaction encompasses factors such as the platform's ability to meet students' expectations, the quality of the learning experience, and the perceived value of the investment made (Carissa et al, 2023). Attitudes and Beliefs: Students' attitudes and beliefs about online learning significantly influence their intention to continue.…”

“…These studies have consistently found that perceived usefulness, satisfaction, and positive attitudes are vital to continued usage. For instance, Carissa et al (2023) and Legramante et al (2023) found that perceived usefulness and satisfaction were the strongest predictors of continuance intention among university students using an online learning platform. Similarly, Du et al (2022) revealed that positive attitudes towards online learning were significantly associated with higher continuance intention among students in an online course.…”