Factors affecting attitude to use and intention to continue using subscription video on demand (SVoD) service in Vietnam: A study on Netflix users in Ho Chi Minh City

Abstract

Goals Netflix is one of the most popular SVoD platforms in the world nowadays. With the consciousness about video copyright, many more Vietnamese have chosen this app to enjoy watching their favorite TV shows, films, etc. So, this research is conducted to contribute in the process of finding out the factors which determine the continuance intention to subscription of users. This paper also gives a comprehensive view to those who have concern in this problem about how to make customers engage with Netflix in specific and other SVoD platforms in general. Methodology This research uses a quantitative methodology approach based on questionnaires sent to 311 Netflix's users in Ho Chi Minh City that have subscribed Netflix at least 1 month. Then, we conducted 5 research methods: Reliability analysis Cronbach’s alpha, Exploratory Factor Analysis EFA, Confirmatory Factor Analysis - CFA, Moderation analysis and Structural Equation Modeling SEM. Findings The results pointed out (1) 2 factors Perceived Ease of Use, Price Value have impacts on customers’ attitudes to Netflix. (2) Perceived Usefulness found was affected by Perceived Ease of Use and affected directly to Continuance to use. (3) Attitude to use has a significant effect on Continuance Intention using Netflix. (4) 2 hypotheses between Perceived Usefulness and Attitude to use; Perceived System Quality and Attitude to use did not support as expected. (5) With regard to the moderating effect of Social Influence, it did not moderate 2 relationships between Perceived Ease of use and Attitude; Perceived Usefulness and Attitude. Implications To enhance the attitude of Netflix users and their continuance intention, managers should focus on core and consistent functionality. Also, it is a good idea to launch a Personal streaming plan and give away promos or discounts on special occasions. Besides, Netflix should pay more money to buy some famous films' copyright to decrease the number of customers moving to their rivals. Lastly, the managers can consider providing the two-caption tool so that subscribers can learn new languages and entertain concurrently