Research Article
Factors Influencing Intention to Return to Watch Indonesian Films on Online Streaming Services
@INPROCEEDINGS{10.4108/eai.18-12-2023.2349538, author={Rizki Fithrahadi}, title={Factors Influencing Intention to Return to Watch Indonesian Films on Online Streaming Services}, proceedings={Proceedings of the 1st UHAMKA International Conference on Economics and Business, UHICEB 2023, 18-19 December 2023, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={UHICEB}, year={2024}, month={11}, keywords={online streaming service indonesian film theory of planned behavior technology acceptance model electronic word-of-mouth involvement}, doi={10.4108/eai.18-12-2023.2349538} }- Rizki Fithrahadi
Year: 2024
Factors Influencing Intention to Return to Watch Indonesian Films on Online Streaming Services
UHICEB
EAI
DOI: 10.4108/eai.18-12-2023.2349538
Abstract
The purpose of this study is to identify the key factors within the Theory of Planned Behavior that significantly impact the intention to return for watching Indonesian films on online streaming services. Additionally, the research seeks to assess the influence of perceived usefulness from the Technology Acceptance Model, electronic Word of Mouth (EWOM), and the audience's level of involvement on this intention. This study utilized an online questionnaire distributed via social networks, securing a sample of 375 individuals aged 17 and above who have watched Indonesian films on online streaming services. The collected data underwent analysis through a partial least squares structural equation model (PLS-SEM) employing SmartPLS 3 software. The study's results reveal that the intention to return for watching Indonesian films on online streaming services is influenced by perceived behavioral control, subjective norms, and involvement. These factors collectively play a crucial role in shaping viewers' decisions to return to watch Indonesian films on digital platforms.
