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Social isolation, a new variable affecting behavioral intention to use subscription video on demand

Author(s)
FIRMAN YOELIANTO Information Systems Management Department, BINUS Graduate Program – Master of Information Systems Management, Bina Nusantara University, Jakarta Indonesia
VIANY UTAMI TJHIN Information Systems Management Department, BINUS Graduate Program – Master of Information Systems Management, Bina Nusantara University, Jakarta Indonesia
Abstract
In this COVID-19 pandemic, there is a change in human behavior. One of the main changes is the increase spending towards entertainment at home such as SVOD services. There is a problem in the industry that is happening in the form of churn, customer is changing from one SVOD services towards the other. There is stiff competition between SVOD services, in order to win this competition company must know what variables affect the intention to use SVOD. This paper aim to find which variables have the most significant effect upon Behavioral Intention to use SVOD using the UTAUT Model and two new variables of Corona Fear, & Social Isolation. This study will use 140 samples of users that have at least try to use Netflix, Disney+ Hotstar, HBO GO, or Viu. The conclusions of this research are that Content and Social Isolation have significant effect upon behavioral intention to use SVOD. This creates several managerial implications for SVOD service companies. First, companies need to increase quantity, quality and suitability of content of the services by either creating new content by working together with other production company or acquire existing contents to be added to the library of contents. Second, companies need to use existing user historical data in order to increase efficiency, this could be done in the form of setting set number of views as a standard, and reviewing it at several interval in order to determine which content should be remove or extended. Third, companies could set a special package for customer when government set social distancing policy, this could be done in the form setting a special price or discount if customer activated their location from set times such as weekends from afternoon until evening, this way customer could still be engaged towards the SVOD services even in isolation.
Publication Details
Page(s) 3788-3797
DOI DOI not available
Published Journal: Journal of Theoretical and Applied Information Technology, Volume: 100, Issue: 11, Year: 2022

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Keywords
COVID-19, Lockdown, SVOD, Streaming, UTAUT
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