Customer Satisfaction and Willingness to Pay OnDemand Entertainment Streaming Service: The Role of Service Quality and Perceived Values

Fatimah Azzahro, Joshua Valdamer Ghibran, Putu Wuri Handayani

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

This research aims to analyze the factors affecting users' willingness to pay for subscription-based OnDemand streaming service in Indonesia. These factors are derived from the perceived values and electronic subscription service quality (ESSQUAL) theory. This research uses a quantitative approach with a total of 726 valid collected respondents who are current/former users of one or more OES services in Indonesia. The data collected within this research is analyzed using partial least squares structural equation modeling (PLS-SEM) method by utilizing SmartPLS version 3 as the tool. This research found that the factors of quality of accessibility, monetary value, and identity salience directly influence willingness to pay. Meanwhile, quality of content, quality of experience, perceived enjoyment, monetary value, and identity salience could also influence willingness to pay through customer satisfaction.

Original languageEnglish
Title of host publication2020 International Conference on Information Technology Systems and Innovation, ICITSI 2020 - Proceedings
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages179-184
Number of pages6
ISBN (Electronic)9781728181967
DOIs
Publication statusPublished - 19 Oct 2020
Event6th International Conference on Information Technology Systems and Innovation, ICITSI 2020 - Bandung - Padang, Indonesia
Duration: 19 Oct 202023 Oct 2020

Publication series

Name2020 International Conference on Information Technology Systems and Innovation, ICITSI 2020 - Proceedings

Conference

Conference6th International Conference on Information Technology Systems and Innovation, ICITSI 2020
CountryIndonesia
CityBandung - Padang
Period19/10/2023/10/20

Keywords

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