Continuance Use Intention Analysis on Paid Streaming Service Using Expectation-Confirmation Model (ECM)
Muhammad Qomarul Huda, Alda Wahyufebrian, Nuryasin Nuryasin, Evy Nurmiati, Noor Azura Zakaria, Suci Ratnawati · 2023
Netflix was a paid streaming service in Indonesia in January 2016. However, it turns out that Netflix is the only option for using paid streaming services in Indonesia. According to research by Media Partner Asia (MPA), in Indonesia itself, Netflix is still unable to compete with the newcomer streaming service, namely Disney+ Hotstar, and many Internet users in Indonesia are still happy to access illegal streaming sites, so piracy actors continue to appear even though the government has been aggressively close their service. This study aims to analyze continuance use intention or intentions sustainable use of the Netflix paid streaming service in Indonesia and determine what factors influence it based on the proposed model. The main model of this research is the Expectation-Confirmation Model (ECM), which is a user satisfaction model that influences the user's intention to reuse an application by adding the variables habit, enjoyment, subjective norm, and perceived playfulness. The PLS-SEM method, with the help of SmartPLS 4 tools, was used to analyze an online survey of 320 respondents. The results show that habit is the biggest predictor of continuance use intention, followed by subjective norms, perceived usefulness, and finally, perceived playfulness. It is proven that confirmation greatly influences perceived usefulness. The findings of this research provide an opportunity better to understand the long-term viability of Netflix in Indonesia.