Customer Satisfaction and Willingness to Pay OnDemand Entertainment Streaming Service: The Role of Service Quality and Perceived Values

This research aims to analyze the factors affecting users’ willingness to pay for subscription-based OnDemand streaming service in Indonesia. These factors are derived from the perceived values and electronic subscription service quality (ESSQUAL) theory. This research uses a quantitative approach with a total of 726 valid collected respondents who are current/former users of one or more OES services in Indonesia. The data collected within this research is analyzed using partial least squares structural equation modeling (PLS-SEM) method by utilizing SmartPLS version 3 as the tool. This research found that the factors of quality of accessibility, monetary value, and identity salience directly influence willingness to pay. Meanwhile, quality of content, quality of experience, perceived enjoyment, monetary value, and identity salience could also influence willingness to pay through customer satisfaction.