Impact of Identification, Interaction, Enthusiasm on Value in Use: A Case of Electronic Video on Demand

The development of electronic Video on Demand (VoD) services is increasing. Companies must use strategies to increase competitiveness to overcome intense competition between VoD services. This study examines the effectiveness of interaction, identification, and enthusiasm in creating value-in-use of VoD service products. This study uses quantitative research methods using a Likert scale questionnaire, by using secondary data with 227 respondents who are VoD active social media followers and customers in Indonesia. Based on hypothesis testing, it was found that identification and interaction variables had a positive effect on enthusiasm. In further analysis, it found that the variables interaction, identification, and enthusiasm had a positive impact on value in use.