The Future of Video on Demand (VoD) Services in Indonesia: An Empirical Study

Video on Demand (VoD) services are growing significantly every year and have become a lifestyle for most individuals. This increase has brought competition among service providers (VoD). To survive the competition, service providers need to understand what drives users to subscribe to VoD. This study uses the concept of social identity theory to explain future usage behavior in VoD services with a focus on the dimensions of social value, emotional value, and identity salience. A total of 479 respondents who subscribed to VoD for at least one year were involved in the research. The survey data were then processed using covariate-based multivariate structural equation model statistics (CB-SEM). The hypothesis testing results prove that social and emotional values positively and significantly affect identity salience and future intention to use VoD services. Furthermore, identity salience has a positive and significant effect on future intention. The results of this study contribute to IT policy in implementing VoD service technology that suits user needs.