Flexibility, Content and Perceived Ease of Use Towards SVOD Subscription Intention Mediated by Perceived Price


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

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.

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29 - February - 2024

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