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All Journal Jurnal Administrasi Bisnis EDUNOMIC : JURNAL ILMIAH PENDIDIKAN EKONOMI FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN The Asian Journal of Technology Management (AJTM) Jurnal Ekonomi dan Bisnis Islam Journal of Secretary and Business Administration EQIEN - JURNAL EKONOMI DAN BISNIS International Journal of Applied Business Research Jurnal Riset Bisnis dan Investasi Jurnal Bisnis dan Kewirausahaan Bhakti Persada Jurnal Aplikasi IPTEKS The Indonesian Journal of Social Studies Specta Journal of Technology Asian Management and Business Review Jurnal Difusi Journal of Marketing Innovation Industrial Research Workshop and National Seminar BHAKTI PERSADA Jurnal Aplikasi IPTEKS (Journal of Applied Sciences and Technology) Jurnal Malikussaleh Mengabdi EDUNOMIC : JURNAL ILMIAH PENDIDIKAN EKONOMI FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN Kamil Jurnal Sekretaris & Administrasi Bisnis
Arie Indra Gunawan
Jurusan Administrasi Niaga, Politeknik Negeri Bandung
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Journal : The Asian Journal of Technology Management (AJTM)

 1 
Understanding behavioral intention to subscribe video-on-demand platform during COVID-19 pandemic: evidence from Indonesia Kania, Rafiati; Ramadhani, Nabila Shafira; Wibisono, Nono; Gunawan, Arie Indra
The Asian Journal of Technology Management (AJTM) Vol. 15 No. 2 (2022)
Publisher : Unit Research and Knowledge, School of Business and Management, Institut Teknologi Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12695/ajtm.2022.15.2.3

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. 
Co-Authors Agus Rahayu Agustina, Regina Amalia, Fatya Alty Amaliyah, Imas Andrieta Shintia Dewi Arizzal Maulana Primayandi Arizzal Primayandi Armida, Gina Ati Mustikasari Bansah, Pearl Fafa Benny Barnas Brendan T Chen Carol Y Lu Christianingrum Citra Antareza Deddy Saefuloh Dedy Saefuloh Devira Permatasari Dinda Detia Nurul Falah Djafar, Alfian Dlukha Nurkholik DWI SUHARTANTO Dwi Wiryawan, I Gusti Ngurah Dzulfiqa, Muhammad Rizky Eddy Syah Yahya Elvira Azis Endrawati, Budiani F. Fadhlurrahmah, Sitti Nur Azmi Fatya Alty Amalia Fatya Alty Amalia Fatya Alty Amalia Fatya Alty Amalia Fatya Alty Amalia Fatya Amalia Februadi, Agustinus Februadi, Agustinus Gundur Leo Hardiyanto, Nugroho Heny Hendrayati Hizbullah, Moh. Naufal Huda, Miftakul Imas Amaliyah Kania, Rafiati Kung Jeng Wang Lina Setiawati Meliana Rizkila Moh Farid Najib Mohammad Farid Najib Mohammed A. Sadiq Monoarfa, Hilda Muhammad Afif Neneng Nuryati Nindy Wahyuni Nono Wibisono Nugroho Hardiyanto Nugroho Hardiyanto Nugroho Hardiyanto Nur Choirul Afif Nuraryanti, Asti Nur Rafdinal, Wahyu Rafi Raihan Heryadi Rafiati Kania Rafiati Kania Rafiati Kania Rafli Matsna Hadi Rahendaputri, Chandra Suryani Ramadhan, Muhamad Ramadhani, Nabila Shafira Rd. Dian Herdiana Utama, Rd. Dian Herdiana Ria Ana Sincia Rialdy Trike Rizaldy, Fikry Savera, Arum Senalasari, Widi Siti Asma Nuraini Sosianika, Adila Sutakin, Mariana Ulfah Tessa Mariana Tjetjep Djatnika Tulastri Vanessa Gaffar Vanya Amadea Rizky Wahyu Rafdinal Wahyu Rafdinal Wahyuni, Nindy Wibisono, Nono Widi Senalasari