Tag Archives: consumer innovativeness

The Determinants of Netflix Adoption in Indonesia (Published)

The research studies the impact of social innovation, consumer innovativeness, perceived benefits, perceived ease of use, and perceived cost on the adoption of Netflix as a flexible subscription among its users in Indonesia. It classified as quantitative with a descriptive causal approach and uses an online survey as a data collection method with 265 total respondents within the age of 18 years old and older. The data is analyzed using the SPSS  with tests of coefficients of determination, multiple linear regression, and the T-test. According to the findings, the coefficient of determination obtained is 0.512 which indicated that 51.2% of the consumer adoption of Netflix is affected by several factors. We also finds that service innovation, consumer innovativeness, perceived ease of use, perceived usefulness, and perceived cost have a direct significant impact on consumer adoption of Netflix in Indonesia, individually and mediated.

Citation: Fernanda Fernandhytia, Bernadus Roy Bagaskara   and AdillaAnggraeni (2022)   The Determinants of Netflix Adoption in Indonesia, International Journal of Business and Management Review, Vol.10, No.1, pp.13-24

Keywords: Netflix, Perceived Ease of Use, Service Innovation, Technology Acceptance Model, consumer adoption, consumer innovativeness

An Application of Subjective Norm Construct and Consumer innovativeness on Adoption of New Mobile Phones among Students in Ekiti State University, Ado-Ekiti (Published)

This study examined the effect of subjective norm and consumer innovativeness on adoption of new mobile phones among students of Ekiti State University, Ado-Ekiti. The study was based on Ajzen’s theory of planned behaviour and Rogers’ theory of adoption. Data were obtained from a sample of 389 respondents out of a population 13,798 full-time undergraduate students of the institution using stratified random sampling technique. 380 copies of the structured questionnaire administered were duly completed and useable giving a 97.6% response rate. Multiple regression analysis was used to test the research hypothesis. The result showed that subjective norm and consumer innovativeness had a combined positive effect on adoption (0.782), subjective norm’s effect was 0.315 but it was insignificant (p > 0.05, p = 0.286); meaning that, subjective norm had no significant influence on adoption of mobile phones. The study concluded that students have the drive or are innovative in their quests to own new phones and this accounts for the high number of new phones usage on campuses. The study further revealed that they are not influenced by their friends or peers (subjective norm) in the acquisition of new phones. The study recommended that marketers and promoters of mobile phones must recognize the degree of innovativeness and eagerness among students to purchase novel phones out of their own freewill. They should package their marketing and promotion efforts to reflect the uniqueness of each customer, as students are not influenced by peers or friends in the adoption of new phones.

Keywords: Adoption, consumer innovativeness, subjective norm, theory of planned behaviour.