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All Journal Journal of Digital Business and Global Economy
Jihan Alya Rahma Putri Irmawan
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Economics, Econometrics & Finance

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The Effect of Perceived Usability and Algorithmic Personalization on Continuance Intention through Perceived Value on the Netflix Digital Subscription Platform Jihan Alya Rahma Putri Irmawan; Afidah Nur Aslamah; Osly Usman; Ryna Parlyna
Journal of Digital Business and Global Economy Vol. 1 No. 5 (2025): Journal of Digital Business and Global Economy
Publisher : Asosiasi Transformasi Digital Dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64243/JODIGBI.01.5.06

Abstract

Through perceived value acting as a mediating variable, it attempts to examine the impact of perceived usability and algorithmic personalization on continuing intention across the Netflix digital subscription platform. 88 Netflix users participated in this instance, which takes a quantitative approach using the PLS-SEM method. According to the outcomes, perceived usability enhances perceived value but has no discernible tangible impact on continuing intention. On another aspect, both continuance intention and perceived value have been beneficially affected by algorithmic personalization. Furthermore, it has been proven that continuance intention is improved by perceived value. It implies that the role of perceived usability and algorithmic personalization on continuing intention on digital subscription platforms is mediated by perceived value.
Co-Authors Afidah Nur Aslamah Osly Usman Ryna Parlyna