financeФинансы: теория и практика/Finance: Theory and PracticeFinance: Theory and Practice2587-56712587-7089Financial University under The Government of Russian Federation10.26794/2587-5671-2024-28-2-219-226finance-2824Research ArticleПОВЕДЕНЧЕСКАЯ ЭКОНОМИКАBEHAVIORAL ECONOMICSВлияние воспринимаемого удовольствия и отношения к деньгам на намерение подписаться на стриминговые платформы: пример из региона Макассар, ИндонезияPerceived Enjoyment and Money Attitude on Intention to Subscribe of Streaming Service Platform: The Case from Makassar Region, Indonesiahttps://orcid.org/0000-0002-7125-0854ПративиН.PratiwiN.

Пративи Нур — преподаватель по предпринимательской деятельности, Бизнес-школа БИНУС, Университет БИНУС; аспирант, кафедра менеджмента, факультет экономики и бизнеса, Университет Бравиджая.

Маланг, Восточная Ява

Nur Pratiwi — Lecturer at Entrepreneur Business Creation, BINUS Business School, BINUS University; PhD student, Department of Management, Faculty of Economic and Business, Universitas Brawijaya.

Malang, East Java

tiwi_nurpratiwi@student.ub.ac.idhttps://orcid.org/0000-0003-3822-8943СудироА.SudiroA.

Судиро Ачмад — PhD, профессор, кафедра менеджмента, факультет экономики и бизнеса, Университет Бравиджая.

Маланг, Восточная Ява

Achmad Sudiro — PhD, Prof., Department of Management, Faculty of Economic and Business, Universitas Brawijaya.

Malang, East Java

ppmem.brawijaya@gmail.comhttps://orcid.org/0000-0003-0761-3240РохманФ.RohmanF.

Рохман Фатчур — PhD, доцент, кафедра менеджмента, факультет экономики и бизнеса, Университет Бравиджая.

Маланг, Восточная Ява

Fatchur Rohman — PhD, Assoc. Prof., Department of Management, Faculty of Economic and Business, Universitas Brawijaya.

Malang, East Java

fatchur@ub.ac.idhttps://orcid.org/0000-0002-4030-1073ХуссейнА. С.HusseinA. S.

Хуссейн Ананда Сабил — PhD, доцент, кафедра менеджмента, факультет экономики и бизнеса, Университет Бравиджая.

Маланг, Восточная Ява

Ananda Sabil Hussein — PhD, Assoc. Prof., Department of Management, Faculty of Economic and Business, Universitas Brawijaya.

Malang, East Java

sabil@ub.ac.idБизнес-школа БИНУС; Университет БИНУС; Университет БравиджаяИндонезияBINUS Business School, BINUS University; Brawijaya UniversityIndonesiaУниверситет БравиджаяИндонезияBrawijaya UniversityIndonesia202430042024282219226Copyright © Пративи Н., Судиро А., Рохман Ф., Хуссейн А.С., 20242024Пративи Н., Судиро А., Рохман Ф., Хуссейн А.С.Pratiwi N., Sudiro A., Rohman F., Hussein A.S.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://financetp.fa.ru/jour/article/view/2824

Пандемия COVID-19, разразившаяся в конце 2019 г., вызвала множество изменений в жизни людей. Ограничения доступа к развлечениям и общению влияют на все аспекты жизни, но, с другой стороны, от этой пандемии выигрывает бизнес платформ потоковых онлайн-сервисов, которые показывают любимые фильмы и сериалы. Цель исследования — изучить влияние воспринимаемого удовольствия и отношения к деньгам на намерение подписаться на платформы онлайн-потокового вещания. Исследование проводилось в Макассаре, одном из мегаполисов Индонезии. В исследовании принял участие 151 человек. Данные были собраны с помощью самостоятельно заполненной анкеты, а затем проанализированы с помощью аналитического инструментария PLS. Результаты показали, что воспринимаемое удовольствие и отношение к деньгам оказывают значительное влияние на намерения подписки на онлайн-платформы потокового вещания.

The COVID pandemic, which broke out at the end of 2019, caused many changes in human life. Restrictions on access to entertainment and socializing activities have an impact on all aspects of life, but on the other hand, the business side of online streaming service platforms that show favorite movies and series benefits from this pandemic. The purpose of the study is to analyze the influence of perceived enjoyment and attitude toward money on intentions to subscribe to online streaming platforms. The study was conducted in Makassar, one of the metropolitan cities in Indonesia. The sample in this study was 151 people. Data was collected through a self-administered questionnaire, and the data then analyzed using PLS analytical tools. The results showed that perceived enjoyment and attitude toward money have a significant effect on the subscription intentions of online streaming platforms.

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The authors declare that there are no conflicts of interest present.