The impact of perceived ease of use and perceived usefulness on actual system use through intention to use as an intervening variable in subscription video on demand services (Study on Netflix users in Semarang City)
Department of Business Administration, Faculty of Social and Political Science, Diponegoro University, Semarang, Indonesia.
Research Article
World Journal of Advanced Research and Reviews, 2023, 18(03), 1354–1366
Publication history:
Received on 16 May 2023; revised on 24 June 2023; accepted on 27 June 2023
Abstract:
This study aims to determine the effect of perceived ease of use and perceived usefulness as independent variables on actual system use as the dependent variable through intention to use as an intervening variable on the Netflix subscription video on demand service. The population of this research is Netflix users who reside permanently or temporarily in Semarang City. The research was conducted through distributing questionnaires to a predetermined sample. The analysis was carried out by analyzing the outer model and inner model analysis on SmartPLS software. The results of this study are perceived ease of use and perceived usefulness have an influence on actual system use, both directly and indirectly. The mediating relationship of intention to use in influencing perceived ease of use on actual system use and perceived usefulness on actual system use is partial mediation. Suggestions that can be given to Netflix include continuing to develop its platform, meeting user needs with good product management, and paying attention to pricing strategies.
Keywords:
Technology Acceptance Model; Perceived Ease of Use; Perceived Usefulness; Intention to Use; Actual System Use
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Copyright © 2023 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0