The Effect of Perceived Usability and Algorithmic Personalization on Continuance Intention through Perceived Value on the Netflix Digital Subscription Platform
DOI:
https://doi.org/10.64243/JODIGBI.01.5.06Keywords:
Perceived Usability, Algorithmic Personalization, Perceived Value, Continuance Intention, NetflixAbstract
Through perceived value acting as a mediating variable, it attempts to examine the impact of perceived usability and algorithmic personalization on continuing intention across the Netflix digital subscription platform. 88 Netflix users participated in this instance, which takes a quantitative approach using the PLS-SEM method. According to the outcomes, perceived usability enhances perceived value but has no discernible tangible impact on continuing intention. On another aspect, both continuance intention and perceived value have been beneficially affected by algorithmic personalization. Furthermore, it has been proven that continuance intention is improved by perceived value. It implies that the role of perceived usability and algorithmic personalization on continuing intention on digital subscription platforms is mediated by perceived value.
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