Users' Satisfaction Regarding Continuance Intention of Subscription Video-on-Demand Platforms for Watching Football Matches: A Stimulus-Organism-Response Perspective

Subscription video-on-demand (SVoD) platforms have become popular among football fans in Indonesia. This study aims to analyze the factors that influence users' satisfaction regarding their intention to continue using SVoD to watch football matches. The quantitative data in this study were based on 594 survey responses and were analyzed using the covariance-based structural equation model. The qualitative data obtained in this study were analyzed using the content analysis method. The results of this study indicate that the ease of access anytime and anywhere and the ease of use of SVoD services have a positive effect on users' perceptions of the value they receive and that the fun and entertainment obtained from SVoD services have a positive effect on matching user expectations. In turn, matching users' expectations has a positive effect on their views of the services and level of satisfaction, and the level of user satisfaction has a positive effect on their intention to continue subscribing to SVoD services to watch football matches. This research is expected to provide insight for SVoD service providers who broadcast football matches to help evaluate their services and improve users' intentions to continue using the service.