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Vol 39 No 3 (2024): September

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May 17, 2023
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Feb 29, 2024
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Sep 10, 2024
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Video-On-Demand Streaming Services Subscription Antecedents and Consequences: The Uses and Gratifications Theory Approach

https://doi.org/10.22146/jieb.v39i3.8176
Shofwah Syafira
shofwahsyafira@mail.ugm.ac.id
Master of Science in Management, Faculty of Economics and Business, Universitas Gadjah Mada, Yogyakarta, 55281, Indonesia
Basu Swastha Dharmmesta
Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada, Yogyakarta, 55281, Indonesia

Corresponding Author(s) : Shofwah Syafira

shofwahsyafira@mail.ugm.ac.id

Journal of Indonesian Economy and Business, Vol 39 No 3 (2024): September

Abstract

Introduction: This study aims to examine the impact of affective gratification, tension release, cognitive gratification, perceived risk, and viewing addiction on subscription behavior as antecedents and its consequence namely customer engagement. Background Problems: The need for satisfaction is a trigger for media use. As time passes, research on media use through use and audience gratification approaches will always be needed, so this should be carried out in the context of streaming services. Novelty: This research focuses on streaming services using the uses and gratifications theory approach. Similar research has focused on the theoretical implications of usage attitudes, but this research has implications for actual usage behavior, namely subscription behavior. Research Methods: Data have been collected using an online survey with purposive sampling and then analyzed using partial least squares structural equation modeling. Findings: The results suggest that only five of the 13 hypotheses proposed are supported. Companionship and cognitive gratification do not affect subscription behavior, while perceived risk did not impact subscription behavior negatively. Conclusion: The results of this study indicate that streaming service subscribers are more concerned with functional benefits, such as service usability, variety of content, entertainment, and relaxation media. Furthermore, the implications of this research provide benefits both theoretically and practically

Keywords

uses and gratifications theory video on demand streaming service
Syafira, S., & Dharmmesta, B. S. (2024). Video-On-Demand Streaming Services Subscription Antecedents and Consequences: The Uses and Gratifications Theory Approach. Journal of Indonesian Economy and Business, 39(3), 256 -. https://doi.org/10.22146/jieb.v39i3.8176
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Author Biographies

Shofwah Syafira, Master of Science in Management, Faculty of Economics and Business, Universitas Gadjah Mada, Yogyakarta, 55281, Indonesia

Shofwah Syafira is a Master of Science in Management. She earned her bachelor’s degree in Islamic banking at the Faculty of Islamic Economics and Business, Universitas Islam Negeri Sunan Kalijaga Yogyakarta. She completed her master’s degree in science management in Marketing at Faculty of Economics and Business, Universitas Gadjah Mada, Indonesia. Her research interests lie in consumer behavior. She has collaborated actively with other researchers from various fields in many research projects.

Basu Swastha Dharmmesta, Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada, Yogyakarta, 55281, Indonesia

Basu Swastha Dharmmesta is a Professor of Marketing at the Department of Management, Faculty of Economics and Business, Universitas Gadjah Mada, Indonesia. He completed his bachelor’s degree at the Faculty of Economics, Universitas Gadjah Mada in 1976. Besides, he earned his Master of Business Administration`s degree at Northwestern State University, United States of America and received his PhD in marketing at the University of Strathclyde, Glasgow, Scotland, United Kingdom. His research interests lie in the area of consumer behavior.

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