Ferdi Antonio

The emerging market of over the top (OTT) streaming platform has evolved the movie industry to a new challenge. Providing moviegoers with a good viewing experience is critical for success in the highly competitive OTT market. This study aimed to examine the antecedent of the viewing experience in the context of the OTT platform and the mediating role of viewing experience toward behavioral intentions in Indonesia. In conjunction with the viewing experience, this study also includes social media exposure and fear of missing out (FOMO) to predict behavioral intentions. PLS-SEM method was used to analyze the empirical data gathered through purposive sampling. A total of 438 eligible samples were obtained through a questionnaire distributed online. The results indicate that viewing experience is mainly influenced by movie attributes. Viewing experience also mediates behavioral intentions with an R-squared value of 0.629, indicating a strong effect. The theoretical and managerial implications of the study results are discussed. The study also aimed to ascertain how sound viewing experience, social media exposure, and fear of missing out predicts the intention to recommend movies, intention to recommend platforms, and intention to continue subscribing. Lastly, this study assessed which antecedent of viewing experience has the most significant impact on forming a good viewing experience.

This study aims to determine the effect of peer-to-peer lending (P2PL) on small and medium enterprises (SMEs) underpinned by the theory of planned behavior and asses its impact on the borrower’s intention to recommend such a platform. This paper used a quantitative survey method with partial least squares structural equation modeling to analyze the data collected through a questionnaire. The data were obtained from 395 respondents who are entrepreneurs or business leaders in SMEs in Indonesia and had experience in borrowing business loan funds from the P2PL apps. The structural questionnaire was distributed from January to May 2022. The results of this study indicate that the three core components of the theory of planned behavior (attitudes, subjective norms, and perceived behavioral control) can significantly influence the intention to continue usage and the intention to recommend with an R-squared value of 0.626, which indicates a meaningful explanatory power. The results proved that perceived benefits and risk and electronic word-of-mouth are the antecedents with significant influence. Moreover, this study provides new insights into how self-efficacy and mental accounting can influence perceived behavioral control. These findings could suggest that P2PL management should be more innovative in developing effective marketing strategies based on the traits and borrower’s points of view. Particularly, they could emphasize customer segmentation based on mental accounting.