Perceived Enjoyment and Money Attitude on Intention to Subscribe of Streaming Service Platform: The Case from Makassar Region, Indonesia

Abstract

The COVID pandemic, which broke out at the end of 2019, caused many changes in human life. Restrictions on access to entertainment and socializing activities have an impact on all aspects of life, but on the other hand, the business side of online streaming service platforms that show favorite movies and series benefits from this pandemic. The purpose of the study is to analyze the influence of perceived enjoyment and attitude toward money on intentions to subscribe to online streaming platforms. The study was conducted in Makassar, one of the metropolitan cities in Indonesia. The sample in this study was 151 people. Data was collected through a self-administered questionnaire, and the data then analyzed using PLS analytical tools. The results showed that perceived enjoyment and attitude toward money have a significant effect on the subscription intentions of online streaming platforms.

Keywords

• perceived enjoyment
• money attitude
• intention to subscribe
• streaming service platform