The effects of perceived ease of use, usefulness, enjoyment and intention to use online platforms on behavioral intention in online movie watching during the pandemic era

Ribut Basuki,Zeplin Jiwa Husada Tarigan,Liem Satya Limanta,Jenny Mochtar,Hotlan Siagian,Dwi Setiawan

doi:10.5267/j.ijdns.2021.9.003

Ribut Basuki, Zeplin Jiwa Husada Tarigan + Show 4 more

Open Access

https://doi.org/10.5267/j.ijdns.2021.9.003

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Abstract

Pandemic Covid-19 has resulted in disruption in various industry and business sectors. People spend more time at home than they do outside. People who like movies during this time can enjoy the cinema. However, during the covid-19 pandemic, it must be done online to follow strictly regulated restrictions on community activities to avoid the uncontrolled spread of the virus. As a result, streaming platforms with the advancement of internet technology are increasingly playing a role in providing online services for movie fans. This study investigated the effects of perceived ease of use, usefulness, enjoyment, and intention to use online platforms on behavioral intention in online movies during the Covid 19 pandemic. The questionnaires were distributed by sending google form links to respondents who have a streaming platform subscription in Indonesia. As many as 772 questionnaires were filled out completely and could be processed. Data analysis was done by using partial least squares with Smart PLS software. The results have shown that eight proposed hypotheses have been supported in this study. Perceived ease of use positively affects the perceived usefulness, perceived enjoyment, and intention to watch movies online. Furthermore, perceived usefulness affects perceived enjoyment and intention to watch movies online. Perceived enjoyment influences intention to use and behavioral intention. Finally, intention to use online platforms influences behavioral intention. This research contributes in theory to the technology acceptance model and provides film industry practitioners with insight into enhancing customer behavioral intention in the pandemic era.

Highlights

The initial coronavirus was discovered in the Chinese city of Wuhan in December 2019
Characteristics of respondents based on the streaming platforms subscriber and the frequency of watching per week less than two times amounted to 4 respondents, three to five times a week amounted to 54 respondents, six t to 8 times a week eight respondents, nine to 12 times a week 28 respondents, and more than 17 times a week amounted to 678 respondents
This study investigates the extended application of the technology model acceptance (TAM) by including the constructs of perceived ease of use, perceived usefulness, enjoyment, and intention to use on the behavioral intention on the streaming cinema platforms

Summary

Introduction

The initial coronavirus was discovered in the Chinese city of Wuhan in December 2019. Coronavirus attacks the respiratory system which is acute, severe, and very dangerous for human health (Verity et al, 2020). The virus spreads between a person and others through sparks that come out through coughing, discussing, or exhaling something (Zhang, 2020). Anticipating the spread of the virus can be done by keeping a distance between one person and the others. The spread of the virus causes increased anxiety for both infected and uninfected people because the number of people who die from this covid increases continuously. A research conducted by Ghosh (2020) states that the concerns caused by covid resulted in the Indian government having to take swift action to stringent lockdown. The decision fatally affected the economy, forcing millions of poor people to starve and resulting in distance arrangements that could not be controlled

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