Extending the technology acceptance model to explain continuance intention toward subscription video-on-demand services: The mediating roles of trust and user satisfaction
Graciowilmo Timothy · Anna Triwijayati ORCID ↗
International Journal of Research in Business and Social Science · 2026 · Vol. 15 / Issue 5 · 01-17
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Abstract
The rapid growth of internet penetration and smartphone adoption has significantly accelerated the development of Subscription Video on Demand (SVOD) services in Indonesia, transforming the way consumers access digital entertainment. The increasing competition among streaming service providers has highlighted the importance of understanding the factors that influence users' continuance usage intention. In this paper, it is also aimed to examine the effects of Perceived Usefulness and Perceived Ease of Use on Continuance Usage Intention by extending the Technology Acceptance Model (TAM) and investigating the mediating roles of Trust and User Satisfaction among SVOD users in Indonesia. We employed a quantitative analytics method using a survey method, and the collected data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). A dataset of 180 respondents as active user of an SVOD platform through either an individual (private) subscription account or a shared subscription account has been analyzed in 2025. Main findings of the study demonstrate that (i) a satisfactory model fit with a Goodness-of-Fit (GoF) value of 0.659 and a Standardized Root Mean Square Residual (SRMR) of 0.054. (ii) The hypothesis testing results revealed that Perceived Usefulness, Perceived Ease of Use, Trust, and User Satisfaction had significant positive effects on Continuance Usage Intention., (iii). Perceived Usefulness and Perceived Ease of Use significantly influenced both Trust and User Satisfaction. (iii). The mediation analysis showed that Trust partially mediated the relationship between Perceived Usefulness and Continuance Usage Intention, whereas Trust did not mediate the relationship between Perceived Ease of Use and Continuance Usage Intention. User Satisfaction also did not exhibit a significant mediating effect.
Keywords: {'name': 'Technology Acceptance Model (TAM)'}, {'name': 'Subscription Video on Demand (SVoD)'}, {'name': 'Trust'}, {'name': 'User Satisfaction'}, {'name': 'Continuance Usage Intention'}
Authors & affiliations
Graciowilmo Timothy
Universitas Ma Chung
Anna Triwijayati
Universitas Ma Chung
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