Consumer Value Analysis on Subscription Entertainment Video Streaming Application Services
Sabrina Haunan, Dr. M. Gunawan Alif
Fakultas Ekonomi dan Bisnis, Magister Manajemen, Universitas Indonesia
Jalan Salemba Raya 4, Jakarta , DKI Jakarta, 10430, Indonesia
Abstract
The purpose of this paper is to examine the effects of perceived consumption values and investigating the key determinants of behavior on the likelihood of using and recommending a subscription video streaming application. We proposed a conceptual framework based on the theory of consumption values. Moreover, user-s satisfaction also incorporated into the research model. A total of 276 valid questionnaires were collected from potential streaming application service users through an online survey. Data were analyzed using structural equation modeling (SEM) techniques. The result supports most of the hypothesis and shows that all of the perceived consumption values have a significant positive impact on behavior on likelihood using and recommending subscription video streaming application. We also provide a detailed discussion about these findings, and the theoretical and practical implications of the research.
Keywords: Streaming Apps; Consumption Values; Satisfaction; Recommendation.
Topic: Marketing Management