文章基本信息

标题：Model of the intention of registration on video-on-demand streaming servicesA Perspective of brand image and e-WOM in Netflix Indonesia
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作者：Hanan Laras Sabrina ; R Arief Helmi ; Rita Komaladewi 等
期刊名称：International Journal of Finance & Banking Studies
印刷版ISSN：2147-4486
出版年度：2022
卷号：11
期号：2
页码：74-82
DOI：10.20525/ijrbs.v11i2.1636
语种：English
出版社：Society for the Study of Business & Finance
摘要：Business competition in the era of globalization is increasingly dynamic and complex, especially in the video-on-demand entertainment industry. The increasing number of competitors nowadays makes the company look for strategies to capture and maintain market share. Likewise, it is also easy to find information with increasingly sophisticated internet technology. VOD companies are very active in marketing their products through social media. With so many VOD brands, the researcher wanted to see brand image, e-WOM, and the intention of registration for potential consumers. The first is to find out how the effect of the brand image on the intention of registration. Second, to find out how e-WOM influences register intent. Third, to determine the impact of brand image and e-WOM on the intention of registration —the model tests in major cities in Indonesia with online questionnaire survey techniques. Then use PLS analysis with quantitative methods. The result shows that brand image affects the intention of registration, e-WOM affects the intention of registration and brand image, and e-WOM together strongly affects the customers’ intention of registration.
关键词：Brand Image;E-Wom;Register Intention