Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and...
Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.
Purpose: This study aims to test the influence of brand relationship, price, content, brand awareness, and electronic Word-Of-Mouth (eWOM) on willingness to pay for the subscription fee of Disney+ Hotstar. As the latest streaming service provider in Indonesia, Disney + Hotstar under Disney Media and Entertainment Distribution has actively conducted strategies to strengthen the brand and attract consumers. Research design, data and methodology: Structural Equation Modelling with WarpPLS approach was used to assess the proposed model gathering data from 316 people who have ever known about Disney+ Hotstar through an online survey using measurement items from previous literature. Results: Most responses were obtained from millennial generations. Findings demonstrated that brand relationships, price, content, and brand awareness positively influenced willingness to pay for the subscription fee whereas eWOM showed a negative and insignificant influence on the willingness to pay for the subscription fee. Conclusions: The most significant factor towards willingness to pay a for subscription fee is price, followed by brand awareness, brand relationship, and content. The result of this study may be used as a guide for professionals in the streaming service industry to better implement their strategies in influencing people to have the willingness to subscribe.
H1: Brand relationship positively influences willingness to pay for the subscription fee of Disney+ Hotstar.
H2: Price positively influences willingness to pay for the subscription fee of Disney+ Hotstar.
H3: Content positively influences willingness to pay for the subscription fee of Disney+ Hotstar.
H4: Brand awareness positively influences willingness to pay for the subscription fee of Disney+ Hotstar.
H5: eWOM positively influences willingness to pay for the subscription fee of Disney+ Hotstar.
제안 방법
The findings resonate with Disney’s main strategy to amplify its brand strength through increasing brand awareness to motivate people to subscribe.
The result is expected to be beneficial for the company and marketing professionals to have and to retain subscription growth. Theoretically, the study expands literature related to the influence of marketing mix, brand, and eWOM in the context of digital distribution, specifically, movie streaming service.
대상 데이터
Data were collected from survey which was distributed electronically through an online survey using Google Form to social media group, such as What’s App, Facebook, Instagram, Line, and others
As the latest streaming service provider in Indonesia, Disney+ Hotstar has enormous work to compete in the market. It offers more than 500 movies and 7000 episodes from Disney, Pixar, Marvel, Star Wars, National Geographic, and Indonesian movies. Besides, Disney+ Hotstar has recently started to provide 20 new Korean drama and movies with 12 of them are original works, such as King of Savvy, Crazy Love, The Zone: Survival Mission, and Snowdrop.
성능/효과
Moreover, result also indicates that Indonesians acknowledge that as a streaming service provider, Disney+ Hotstar offers wide variety of entertaining contents, including movies, shows, and documentaries with good quality. As a result, it is much easier for Disney+ Hotstar to be recognized and accepted in Indonesian market amid its new presence. The findings resonate with Disney’s main strategy to amplify its brand strength through increasing brand awareness to motivate people to subscribe.
Besides, the level of consumers’ perception of brand relationship is moderately high, suggesting that they have sufficient personal relationships and emotional bond with Disney+ Hotstar, probably from other Disney’s popular movies, and characters, such as Mickey Mouse, Star Wars, and more
This study has several limitations. First, it used Indonesians who have ever known Disney+ as population which the size is unknown. When the population is too large, the result of the study is not to be generalized.
The result of the descriptive analysis of variables are presented in table 1. From the table, the value of variables indicated that the level of brand relationship and eWOM among participants is moderate while the level of perception towards price, content, and brand awareness is high.
Moreover, another parameter of model fit and quality, such as average path coefficient (APC), average R-squared (ARS), average adjusted R-squared (AARS), average block variance inflation factor (AVIF), average full collinearity VIF (AFVIF), Tenenhaus GoF (GoF), Simpson's paradox ratio (SPR), statistical suppression ratio (SSR), and nonlinear bivariate causality direction ratio (NLBCDR) also showed values that met the value standard (Table 3)
Besides, the level of consumers’ perception of brand relationship is moderately high, suggesting that they have sufficient personal relationships and emotional bond with Disney+ Hotstar, probably from other Disney’s popular movies, and characters, such as Mickey Mouse, Star Wars, and more. Moreover, result also indicates that Indonesians acknowledge that as a streaming service provider, Disney+ Hotstar offers wide variety of entertaining contents, including movies, shows, and documentaries with good quality. As a result, it is much easier for Disney+ Hotstar to be recognized and accepted in Indonesian market amid its new presence.
Regarding Disney+ Hotstar as a brand, frequency distribution shows that level of brand awareness of Disney+ Hostar is high. It means that Indonesians are familiar enough with Disney signatures, such as Disney movies, logos, characters and songs.
9 to meet the standard. The result indicated that R-squared contribution ratio (RSCR) is 0.998. Moreover, another parameter of model fit and quality, such as average path coefficient (APC), average R-squared (ARS), average adjusted R-squared (AARS), average block variance inflation factor (AVIF), average full collinearity VIF (AFVIF), Tenenhaus GoF (GoF), Simpson's paradox ratio (SPR), statistical suppression ratio (SSR), and nonlinear bivariate causality direction ratio (NLBCDR) also showed values that met the value standard (Table 3).
In addition, current study did not consider other demographic variables, such as, monthly income, or current spending on digital media which may have influence on willingness to pay for subscription fee. Third, the study did not specifically focus on age categorization, such as, millennials, generation X, and so on.
Findings in this study can be beneficial for streaming service providers particularly in film industry to better understand consumer behavior, so that they can formulate better strategies in obtaining and retaining consumers. To increase brand awareness and brand relationship, Disney+ Hotstar and other streaming service providers can maximize the usage of social media as the number of Indonesians who spend their time to use social media is high. Currently, Disney+ Hotstar has already used YouTube, Facebook, Instagram, and Twitter to maintain its relationships with consumers and to communicate its promotion.
후속연구
Considering each streaming service has different key predictive variables on willingness to pay for subscriptions, and since the factors influencing willingness to subscribe to Disney+ Hotstar are understudied, current research aims to examine the effect of price and content, brand relationship, brand awareness, and eWOM on willingness to pay for subscription fee. The result is expected to be beneficial for the company and marketing professionals to have and to retain subscription growth.
Next, because the result of eWOM as a predictive variable of willingness to pay is contrasting with prior studies, further research is required to test the influencing variable of eWOM on willingness to pay. Finally, researchers can expand the study by testing current variables on the purchase decision or subscription decision, not merely on intention or willingness.
Findings in this study can be beneficial for streaming service providers particularly in film industry to better understand consumer behavior, so that they can formulate better strategies in obtaining and retaining consumers. To increase brand awareness and brand relationship, Disney+ Hotstar and other streaming service providers can maximize the usage of social media as the number of Indonesians who spend their time to use social media is high.
First part contains a screening question whether participants have ever known Disney+ Hotstar. If they declare themselves as people who know Disney+ Hotstar, they are eligible to continue to the second part of the survey. In this part, they are required to fill in some demographic questions, and declare their consent to participate.
More research pertaining to Disney+ Hotstar in Indonesia is required since it is a new player in streaming service industry and still understudied. Therefore, first, researchers in future studies may use specific characteristics in determining population, for example, members of a movie community, social media followers, digital platform subscribers, generations X, generations Y, and so on.
Third, future study is expected to involve income and spending as influencing variables on willingness to pay. Next, because the result of eWOM as a predictive variable of willingness to pay is contrasting with prior studies, further research is required to test the influencing variable of eWOM on willingness to pay. Finally, researchers can expand the study by testing current variables on the purchase decision or subscription decision, not merely on intention or willingness.
Therefore, first, researchers in future studies may use specific characteristics in determining population, for example, members of a movie community, social media followers, digital platform subscribers, generations X, generations Y, and so on. Second, future studies can also test other different predictive variables towards willingness to pay for subscription fee, such as social media ad, influencers, ease of use, habit, and others. These variables can also be tested on different streaming service providers using another theory, for instance Theory of Acceptance Model.
Considering each streaming service has different key predictive variables on willingness to pay for subscriptions, and since the factors influencing willingness to subscribe to Disney+ Hotstar are understudied, current research aims to examine the effect of price and content, brand relationship, brand awareness, and eWOM on willingness to pay for subscription fee. The result is expected to be beneficial for the company and marketing professionals to have and to retain subscription growth. Theoretically, the study expands literature related to the influence of marketing mix, brand, and eWOM in the context of digital distribution, specifically, movie streaming service.
Moreover, offering a pack of high-quality film with a reasonable price can attract and maintain consumers, not only current subscribers but also new consumers. Therefore, it is imperative for streaming service providers to maintain attractive price and providing plenty of film choices, including exclusive and original content as a differentiation strategy to keep subscribers from cancelling subscription and switching to other providers.
These variables can also be tested on different streaming service providers using another theory, for instance Theory of Acceptance Model. Third, future study is expected to involve income and spending as influencing variables on willingness to pay. Next, because the result of eWOM as a predictive variable of willingness to pay is contrasting with prior studies, further research is required to test the influencing variable of eWOM on willingness to pay.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.