How viewing experience drives moviegoers on over the top platform: Investigating the patronized intention
-
DOIhttp://dx.doi.org/10.21511/im.18(1).2022.14
-
Article InfoVolume 18 2022, Issue #1, pp. 168-180
- Cited by
- 738 Views
-
530 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
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.
- Keywords
-
JEL Classification (Paper profile tab)M10, M16, M31
-
References54
-
Tables5
-
Figures3
-
- Figure 1. Conceptual framework
- Figure 2. Result model
- Figure 3. IPMA viewing experience
-
- Table 1. Respondents’ demographic profiles
- Table 2. Discriminant and construct validity
- Table 3. Discriminant validity
- Table 4. Hypotheses testing results
- Table 5. Specific indirect effect
-
- Auditya, A., & Hidayat, Z. (2021). Netflix in Indonesia: Influential Factors on Customer Engagement among Millennials’ Subscribers. International Journal of Distribution Science, 19(1), 89-103.
- Bassi, F. (2010). Experiential goods and customer satisfaction: An application to films. Quality Technology & Quantitative Management, 7(1), 51-67.
- BBC. (2019). What will films be like in 20 years? BBC Culture.
- Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? how is it measured? does it affect loyalty? Journal of Marketing, 73(3), 52–68.
- Canhoto, A. I., & Clark, M. (2013). Customer service 140 characters at a time: The users’ perspective. Journal of Marketing Management, 29(5-6), 522-544.
- Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
- Deloitte. (2015). Digital Democracy Survey: A multi-generational view of consumer technology, media and telecom trends.
- Eliashberg, J., Jonker, J.-J., Sawhney, M. S., & Wierenga, B. (2000). MOVIEMOD: An implementable decision-support system for Prerelease Market Evaluation of Motion Pictures. Marketing Science, 19(3), 203-296.
- Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47-55.
- Gao, M., Kortum, P., & Oswald, F. (2018). Psychometric evaluation of the use (usefulness, satisfaction, and ease of use) questionnaire for reliability and validity. Proceedings of the Human Factors and Ergonomics Society Annual Meeting, 62(1), 1414-1418.
- Gazley, A., Clark, G., & Sinha, A. (2011). Understanding preferences for motion pictures. Journal of Business Research, 64(8), 854-861.
- Good, M. C., & Hyman, M. R. (2020). ‘Fear of missing out’: Antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330-341.
- Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
- Hendriyani, I. G., Budiarsa, M., Antara, M., & Sudiarta, N. (2020). The loyalty model of foreign tourists consuming traditional Balinese food. Global Business Finance Review, 25(3), 34-48.
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
- Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
- Hosany, S., & Witham, M. (2010). Dimensions of cruisers’ experiences, satisfaction, and intention to recommend. Journal of Travel Research, 49(3), 351-364.
- Jung, W., & Yim, H. R. (2016). The effects of mental model and intrinsic motivation on the behavioral intention of smartphone application users. ETRI Journal, 38(3), 589-598.
- Kim, J., Lee, Y., & Kim, M.-L. (2020). Investigating ‘fear of missing out’ (FOMO) as an extrinsic motive affecting sport event consumer’s behavioral intention and FOMO-driven consumption’s influence on intrinsic rewards, extrinsic rewards, and consumer satisfaction. PLOS ONE, 15(12).
- Kim, J.-H., Ritchie, J. R., & McCormick, B. (2010). Development of a scale to measure memorable tourism experiences. Journal of Travel Research, 51(1), 12-25.
- Klaus, P. P., & Maklan, S. (2013). Towards a better measure of customer experience. International Journal of Market Research, 55(2), 227-246.
- Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50, 103-110.
- Ladhari, R. (2007). The movie experience: A revised approach to determinants of satisfaction. Journal of Business Research, 60(5), 454-462.
- Lai, C., Altavilla, D., Ronconi, A., & Aceto, P. (2016). Fear of missing out (FOMO) is associated with activation of the right middle temporal gyrus during inclusion social cue. Computers in Human Behavior, 61, 516-521.
- Lee, C. S., & Ma, L. (2012). News sharing in social media: The effect of gratifications and prior experience. Computers in Human Behavior, 28(2), 331-339.
- Lee, J., Chen, C.-C., Song, H.-J., & Lee, C.-K. (2016). Consumption of movie experience: Cognitive and affective approaches. Journal of Quality Assurance in Hospitality & Tourism, 18(2), 173-199.
- Lee, J.-S., Lee, C.-K., & Choi, Y. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696.
- Mehmetoglu, M., & Engen, M. (2011). Pine and Gilmore’s concept of experience economy and its dimensions: An empirical examination in tourism. Journal of Quality Assurance in Hospitality & Tourism, 12(4), 237-255.
- Memon, M. A., Cheah, J.-H., Ting, H., Chuah, F., & Cham, T. H. (2021). PLS-SEM statistical programs: A Review. Journal of Applied Structural Equation Modeling, 5(1), i-xiv.
- Neelamegham, R., & Jain, D. (1999). Consumer choice process for experience goods: An econometric model and analysis. Journal of Marketing Research, 36(3), 373-386.
- Nitzl, C., Roldan, J. L., & Cepeda, G. (2016). Mediation analysis in partial least squares path modeling. Industrial Management & Data Systems, 116(9), 1849-1864.
- Oh, H., Fiore, A. M., & Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46(2), 119-132.
- Panda, S., & Pandey, S. C. (2017). Binge watching and college students: Motivations and outcomes. Young Consumers, 18(4), 425-438.
- Park, J., Hyun, H., & Thavisay, T. (2021). A study of antecedents and outcomes of social media wom towards luxury brand purchase intention. Journal of Retailing and Consumer Services, 58, 102272.
- Piazza, J. (2010, January 11). Audiences experience ‘Avatar’ blues. CNN.
- Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, 97-105.
- Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841-1848.
- Ramírez-Castillo, N. A., Müller-Pérez, J., Acevedo-Duque, Á., Müller-Pérez, S., González-Díaz, R. R., Suarez Campos, J., & Ovalles-Toledo, L. V. (2021). Sustainable moviegoer intention to attend cinemas based on the theory of planned behavior. Sustainability, 13(16), 8724.
- Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial least squares structural equation modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of Market Research (pp. 1-40). Springer.
- Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
- Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. John Wiley & Sons.
- Sheng, M. L., & Teo, T. S. H. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of Information Management, 32(2), 139-146.
- Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.
- Shmueli, G., Ray, S., Velasquez Estrada, J. M., & Chatla, S. B. (2016). The Elephant in the room: Predictive performance of PLS models. Journal of Business Research, 69(10), 4552-4564.
- Stavljanin, V., & Pantovic, V. (2017). Online customer experience: Implications for digital banking. Bankarstvo, 46(2), 100-129.
- Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220.
- Thurau, T. H., Walsh, G., & Wruck, O. (2001). An investigation into the factors determining the success of service innovations: The case of motion pictures. Academy of Marketing Science Review.
- Triandis, H. C. (1977). Interpersonal Behavior. Pacific Grove: Brooks/Cole Publishing Company.
- Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, Dynamics and Management Strategies. Journal of Retailing, 85(1), 31-41.
- Yang, Z. Y., & He, L. Y. (2011). Goal, customer experience and purchase intention in a retail context in China: An empirical study. African Journal of Business Management, 5(16), 6738-6746.
- Yusuf, A. S., Che Hussin, A. R., & Busalim, A. H. (2018). Influence of e-WOM engagement on consumer purchase intention in social commerce. Journal of Services Marketing, 32(4), 493-504.
- Zeithaml, V. A. (1982). Consumer response to in-store Price Information Environments. Journal of Consumer Research, 8(4), 357-369.
- Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
- Zhu, Z. Y., & Kim, H. C. (2020). Antecedents and Consequences of Flow Experience in Online Movie Information Sharing Behavior: An Empirical Study of Young Chinese Moviegoers Living in Korea. International Journal of Advanced Smart Convergence, 9, 141-153.