Unveiling the Dynamics of Expectation, Flow, Enjoyment, and Satisfaction: Drivers of Continued Subscription Intentions Among Netflix Users

IF 0.4 Q4 MANAGEMENT South East Asian Journal of Management Pub Date : 2023-10-31 DOI:10.21002/seam.v17i2.1410
Muhammad Masao, Imam Salehudin
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Abstract

"Research Aims: This study investigates the determinants impacting the intention of Netflix users to continue using the platform. By leveraging the extended Expectation-Confirmation Model of continued IT usage and hedonic variables, including Confirmation, Flow, Perceived Usefulness, Perceived Enjoyment, and Satisfaction, the research aims to discern the most influential factors. Design/Methodology/Approach: The research recruited 271 participants through non-probabilistic purposive sampling, targeting Indonesian Netflix subscribers active within the preceding six months who were at least 17 years old at the time of the study. Covariance-based Structural Equation Modelling was employed to analyse the collected data. Research Findings: User enjoyment and Satisfaction mediate the relationships between Flow and Confirmation with Netflix's continuance intention. Flow emerges as the preeminent determinant of continuance intention among the exogenous variables. While Flow's influence on continuance intention is mediated by Satisfaction and Enjoyment, there is no direct effect between Flow and Satisfaction. Perceived Usefulness exhibits no substantial correlation with continuance intention. Theoretical Contribution/Originality: This research underscores the pivotal role of Flow in driving enjoyment and continuance intention within video subscription services like Netflix. Managerial Implications in the South East Asian Context: The study offers insights into the preferences and behaviours of Netflix users in the Southeast Asian context, employing Indonesia as a focal point. This valuable information equips Netflix and other regional SVOD providers to strategically enhance their offerings and services. Research Limitations & Implications: To enhance the robustness of the findings, future research should encompass broader and more diverse populations for comparative purposes. Including new variables, such as digital piracy and perceived ease of use, would contribute to a comprehensive understanding of the dynamics at play. Keywords: Technology Acceptance Model, Expectation Confirmation Model, Flow, Continuance Intention, Netflix"
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揭示期望、流量、享受和满意度的动态:Netflix用户持续订阅意向的驱动因素
研究目的:本研究调查了影响Netflix用户继续使用该平台意愿的决定因素。通过利用扩展的期望-确认模型和享乐变量,包括确认、流动、感知有用性、感知享受和满意度,研究旨在识别最具影响力的因素。设计/方法/方法:该研究通过非概率目的抽样招募了271名参与者,目标是在研究时年满17岁的印度尼西亚Netflix用户,他们在研究前六个月内活跃。采用协方差结构方程模型对收集到的数据进行分析。研究发现:用户享受和满意度在流和确认与Netflix的持续意向之间起到中介作用。在外生变量中,流动成为延续意愿的卓越决定因素。而心流对持续意愿的影响是通过满足和享受来中介的,心流与满足之间没有直接的影响。感知有用性与继续倾向无显著相关。理论贡献/原创性:本研究强调了心流在驱动视频订阅服务(如Netflix)中的享受和持续意愿方面的关键作用。东南亚背景下的管理启示:该研究以印度尼西亚为焦点,深入了解了东南亚背景下Netflix用户的偏好和行为。这些有价值的信息使Netflix和其他区域性SVOD提供商能够战略性地增强他们的产品和服务。研究局限&;意义:为了提高研究结果的稳健性,未来的研究应涵盖更广泛和更多样化的人群进行比较。包括新的变量,如数字盗版和感知易用性,将有助于全面了解游戏动态。关键词:技术接受模型;期望确认模型;流程;
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发文量
15
审稿时长
20 weeks
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