Binge-Watching and Continuation Intention in VoD Services: The Mediating Role of Cliffhangers Among Young Viewers

Firman Fauzi ; Agung Hudaya ; Dewi Murtiningsih
International Journal of Management 📅 2024 Vol 2, No 1 🔗 DOI: 10.61132/digitalinnovation.v2i1.168
Abstract
The impact of binge watching is an evolving phenomenon affecting consumers' continuation intention on video-on-demand (VOD) platforms, mediated by cliffhangers. This study targets a population of young individuals aged 17-25 years. The research design is quantitative, aiming to demonstrate the cause-and-effect relationship between binge watching and continuation intention, mediated by cliffhangers. The novelty of this research lies in not only examining the direct relationship between binge watching and continuation intention but also investigating the mediating effect of cliffhangers, providing deeper insights into the underlying mechanisms of consumer behavior. Data analysis was conducted using the Smart PLS application, utilizing primary data for the study. The findings indicate that cliffhangers directly have a positive and significant impact on the continuation intention for video-on-demand and also significantly influence binge watching. Additionally, binge watching has a positive and significant effect on the continuation intention for video-on-demand. However, indirect, binge watching has a positive but not significant effect on the continuation intention for video-on-demand when mediated by cliffhangers.
Keywords
Binge Watching; Continuation Intention; Cliff Hanger; Video on Demand
How to Cite

Firman Fauzi, et al. (2024). Binge-Watching and Continuation Intention in VoD Services: The Mediating Role of Cliffhangers Among Young Viewers. International Journal of Management, 2(1). https://doi.org/10.61132/digitalinnovation.v2i1.168

Firman Fauzi; Agung Hudaya; Dewi Murtiningsih, "Binge-Watching and Continuation Intention in VoD Services: The Mediating Role of Cliffhangers Among Young Viewers," International Journal of Management, vol. 2, no. 1, 2024.

Firman Fauzi; Agung Hudaya; Dewi Murtiningsih. "Binge-Watching and Continuation Intention in VoD Services: The Mediating Role of Cliffhangers Among Young Viewers." International Journal of Management, vol. 2, no. 1, 2024.

Firman Fauzi; Agung Hudaya; Dewi Murtiningsih. "Binge-Watching and Continuation Intention in VoD Services: The Mediating Role of Cliffhangers Among Young Viewers." International Journal of Management 2, no. 1 (2024).

Firman Fauzi, et al. (2024) 'Binge-Watching and Continuation Intention in VoD Services: The Mediating Role of Cliffhangers Among Young Viewers', International Journal of Management, 2(1). doi: 10.61132/digitalinnovation.v2i1.168.

Firman Fauzi; Agung Hudaya; Dewi Murtiningsih. Binge-Watching and Continuation Intention in VoD Services: The Mediating Role of Cliffhangers Among Young Viewers. International Journal of Management. 2024;2(1).

Artikel Terkait

The Effects of Academic Qualifications, Managerial Capabilities, and Perceived Organizational Support on Emotional Exhaustion and Their Implications for Work Productivity: A Study at Sunan Kudus Islamic Hospital

Aditya Angger Wibowo

Customer Satisfaction Mediates the Relationship Between Experiential Value and Customer Engagement Behavior in Virtual Try-On Technology

Ni Putu Chantika Aprilia Nariswari; Nyoman Sri Subawa

Digital Training Components and Civil Servants’ Digital Productivity: The Mediating Role of Adaptive Competence

Wulan Sari; Euis Mufahamah; Harold Kevin Alfredo

Analysis of Determinants of Export Performance of Indonesian Fashion SMEs from the Perspectives of the Resource-Based View and Internationalisation Theory

Rita Anggraini Rahayu; Sudarmiatin Sudarmiatin; Heri Pratikto

Reframing Visa on Arrival Policy within Non-Military Defense Management: Security Governance in DKI Jakarta

Miyaki Natanael; Priyanto Priyanto; Editha Praditya

The Influence of Digital Marketing Strategies on MSME Consumer Purchasing Decisions in Ambon City: Multiple Regression Analysis Approach

Salhuteru, Andrie Christina; Hursepuny, Harold; Alvian Sapulette
Tren Sitasi Jurnal