ANTECEDENTS OF INTENTION TO SUBSCRIBE PAID DIGITAL NEWS APPS
Retno Effendi, Tenny Hariska, Widyarso Roswinanto
Sekolah Tinggi Manajemen PPM, Jakarta, Indonesia.
wid[at]ppm-manajemen.ac.id
Abstract
ABSTRACT Internet has brought fast-growing news media business. By utilizing digital technology, access to information is fast, easy and convenient while often freely obtained through online sites and social media. Despite the widespread access to free news information, a number of players in the news media industry remain optimistic about running a digital news application business with subscription-based paid content. By combining the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), this research conducted approaches to identify the antecedents that influence individual intentions in subscribing to digital news applications. Seven hypotheses were built to determine the variable correlation in TAM and TPB towards the intention to subscribe to digital news applications. An online survey is conducted with 310 respondents who are users of digital news applications. Structural Equation Model (SEM) method assisted by AMOS 23 was used for the data analyses. We aim this research to add references that can implement the use of TAM and TPB and the development of marketing strategies for application-based digital media businesses. Keywords: INTRODUCTION Several researches have designated the behavioral intentions of technology acceptance. Only a few researches built the derivatives, the author has not found research that discusses antecedents of individual intentions using digital news, especially in Indonesia. Thus not yet described what factors cause consumers to have the intention to improve digital news applications. This research uses several previous research references that use Theory of Planned Behavior (TPB) and their derivatives, and bears a resemblance to the object of research based on the adoption of information technology and the factors that influence (antecedents) individuals intention towards receiving (using, buying, subscribing) application products based on digital technology. HYPOTHESES Seven hypotheses are built from six variables with two exogenous variables; (1) control of perceived behavior (PBC) and (2) subjective norms (SN), and four endogenous variables; (1) perceived ease of use (PEOU), (2) perceived benefits (PU), (3) attitude of use (A), (4) intention to subscribe (ITS). METHODOLOGY This study uses descriptive and explorative methods, with 310 respondents using digital news applications in multiple areas including the major cities in Java and the majority of DKI Jakarta. Two steps approach of Structural Equation Modeling are employed to test the measurement model, structural model as well as the competing model of the conceptual framework. The path analyses are then reported and discussed. CONCLUSIONS The survey response defines that majority of respondents read digital news applications every day, but most never subscribe. One out of seven hypotheses tested in this research was not proven, namely the effect of the direct relationship of perceived behavioral control
Keywords: TAM, TPB, Intention to Subscribe, Digital News Application
Topic: Marketing Management