Authors :
Asnila Pritania; Dipa Mulia
Volume/Issue :
Volume 8 - 2023, Issue 1 - January
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3DFbPpc
DOI :
https://doi.org/10.5281/zenodo.7604286
Abstract :
The pandemic has caused some limitations on
mobility and changed everyone’s lifestyle, including on
how to enjoy videos such as movies, television series, sport
events and else. This study aims to boost the subscribers of
video on demand service by examining the effects of
flexibility, content and perceived ease of use mediated by
perceived price. This study used 188 data obtained from an
online questionnaire which the respondents are those who
live in Jakarta, Depok, Tangerang and Bekasi. The
research used quantitative methods with the Partial Least
Square (PLS) - Structural Equation Modeling (SEM)
technique with the Smart PLS 3.0 program. This study
proved that flexibility, content and perceived ease of use
significantly affected subscription intention. However,
found that perceived price negatively affected subscription
intention. Yet, perceived price was proven to be able to
mediate content and perceived ease of use in a positive and
significant way towards the subscription intention
Keywords :
Flexibility, Content, Perceived Ease of Use, Perceived Price, Subscription Based Video on Demand (SVOD), Subscription Intention, Competitive Mediation.
The pandemic has caused some limitations on
mobility and changed everyone’s lifestyle, including on
how to enjoy videos such as movies, television series, sport
events and else. This study aims to boost the subscribers of
video on demand service by examining the effects of
flexibility, content and perceived ease of use mediated by
perceived price. This study used 188 data obtained from an
online questionnaire which the respondents are those who
live in Jakarta, Depok, Tangerang and Bekasi. The
research used quantitative methods with the Partial Least
Square (PLS) - Structural Equation Modeling (SEM)
technique with the Smart PLS 3.0 program. This study
proved that flexibility, content and perceived ease of use
significantly affected subscription intention. However,
found that perceived price negatively affected subscription
intention. Yet, perceived price was proven to be able to
mediate content and perceived ease of use in a positive and
significant way towards the subscription intention
Keywords :
Flexibility, Content, Perceived Ease of Use, Perceived Price, Subscription Based Video on Demand (SVOD), Subscription Intention, Competitive Mediation.
