AN ANALYSIS OF CONTINUANCE INTENTION ON THE DISNEY+ PLATFORM USING THE SOR AND ECT MODELS
School of Economics and Business Telkom University
School of Economics and Business Telkom University
DOI:
https://doi.org/10.56943/joe.v4i3.788The development of the internet has disrupted many industries, particularly the media and entertainment sectors. People’s habits have shifted from traditional television to streaming services. One of the most popular streaming platforms in Indonesia is Disney+, which holds the second-largest market share in the country. However, Disney+ is currently facing a decline in user numbers, driven by a range of operational issues and controversies. This study aims to identify the factors influencing users’ intention to continue using Disney+, utilizing the SOR (Stimulus-Organism-Response) and ECT (Expectation Confirmation Theory) models. Data were collected through a questionnaire, yielding 402 valid responses from active Disney+ users. A quantitative research approach was employed, utilizing IPMA (Importance–Performance Map Analysis) as an extension of SEM-PLS (Structural Equation Modeling – Partial Least Squares) to identify the factors that exert the most significant influence and demonstrate high performance in shaping continued usage intention. The IPMA results indicate that entertainment and attitude are variables with a substantial impact on continued usage intention but exhibit low performance. Therefore, it is recommended that Disney+ allocate its resources to improve these two areas. On the other hand, the variable hedonic value demonstrates both high influence and high performance, suggesting that users’ hedonic experience must be consistently maintained to ensure their sustained interest in using the Disney+ platform.
Keywords: Continuance Intention ECT IPMA SOR
Accessibility: What Does It Mean, What Are The Purpose And Types. (2023, March 30). https://www.handtalk.me/en/blog/accessibility/
Berndt, R., Fantapié Altobelli, C., & Sander, M. (2023). International Marketing Management. Springer. https://doi.org/10.1007/978-3-662-66800-9
Carr, D. J. (2017, July 31). What do we talk about when we talk about Content (and media)? Medium. https://djc1805.medium.com/what-do-we-talk-about-when-we-talk-about-content-and-media-8f5be0a909b6
Chatterjee, S., Ghatak, A., Nikte, R., Gupta, S., & Kumar, A. (2022). Measuring SERVQUAL dimensions and their importance for customer-satisfaction using online reviews: A text mining approach. Journal of Enterprise Information Management, 36(1), 22–44. https://doi.org/10.1108/JEIM-06-2021-0252
Ginanjar, A. A., Ariyanti, M., & Hidayah, R. T. (2024). The Impact of E-Loyalty Program on Store Loyalty: The Mediating Role of E-Satisfaction and Moderation by Switching Cost. Quality-Access to Success, 25(203), 227–236. https://doi.org/10.47750/qas/25.203.24
Global number of Disney+ subscribers 2025. (n.d.). Statista. Retrieved July 11, 2025, from https://www.statista.com/statistics/1095372/disney-plus-number-of-subscribers-us/
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Hepola, J., Leppäniemi, M., & Karjaluoto, H. (2020). Is it all about consumer engagement? Explaining continuance intention for utilitarian and hedonic service consumption. Journal of Retailing and Consumer Services, 57, 102232. https://doi.org/10.1016/j.jretconser.2020.102232
Ho, F. N., Ho-Dac, N., & Huang, J. S. (2023). The Effects of Privacy and Data Breaches on Consumers’ Online Self-Disclosure, Protection Behavior, and Message Valence. SAGE Open, 13(3). https://doi.org/10.1177/21582440231181395
IBISWorld. (2024). Number of cable TV subscriptions. https://www.ibisworld.com/united-states/bed/number-of-cable-tv-subscriptions/4625/
Ilmalhaq, A., Pradana, M., & Rubiyanti, N. (2024). Indonesian local second-hand clothing: Mindful consumption with stimulus-organism-response (SOR) model. Discover Sustainability, 5(1), 251. https://doi.org/10.1007/s43621-024-00481-2
Indrawati, W., T., Ramantoko, G., Pillai, S. K. B., & Rachmawati, I. (2024). Towards a Unified Model of Planned Obsolescence and Innovation Adoption in Consumer Behavior: A Literature Review and Conceptual Proposition using the Stimulus-Organism-Response Framework. Management and Production Engineering Review, 15(2), 25–41. https://doi.org/10.24425/mper.2024.151128
Jia, X., Wang, R., Lu, Y., Liu, J. H., & Pan, Z. (2024). Investigation of continuance stream-watching intention: An empirical study. Information Technology and Management. https://doi.org/10.1007/s10799-024-00427-0
Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management. Pearson Education.
Lachman, R., & Joffe, M. (2021). Applications of Artificial Intelligence in Media and Entertainment. In Analyzing Future Applications of AI, Sensors, and Robotics in Society (pp. 201–220). IGI Global Scientific Publishing. https://doi.org/10.4018/978-1-7998-3499-1.ch012
Lo, M. C., Mohamad, A. A., Ibrahim, W. H. W., & Thong, J. Z. (2024). Unveiling the dynamics of Malaysian viewers’ continuance usage intention of OTT platforms: Insights from the stimulus-organism-response (SOR) paradigm. Global Knowledge, Memory and Communication, ahead-of-print(ahead-of-print). https://doi.org/10.1108/GKMC-03-2024-0139
Loucks, J., Arkenberg, C., Westcott, K., & Arbanas, J. (2023). Driven to tiers: Streaming video services look to up their profitability game with viewers. Deloitte Insights. https://www.deloitte.com/us/en/insights/industry/technology/technology-media-and-telecom-predictions/2024/tmt-predictions-streaming-video-services-profitability-must-increase-in-2024.html
Ma, L., Wang, C., Su, X., Cai, F., & Fulin, M. (2017). What motivates the reusing intention for SQA sites? - An expectation confirmation model with perceived value. 1–6. https://doi.org/10.1109/ICSSSM.2017.7996178
Maghfiroh, I. U. (2024). Jadi Kaum Woke yang Nggak Maksa, Memang Bisa? kumparan. https://kumparan.com/ivana-andrea/jadi-kaum-woke-yang-nggak-maksa-memang-bisa-23OTt5GIKNf
Martilla, J. A., & James, J. C. (1977). Importance-Performance Analysis. Journal of Marketing, 41(1), 77–79. https://doi.org/10.1177/002224297704100112
Ord, R. (2024, May 7). Disney’s Streaming Drama: Profit Struggles and Woke Criticism. WebProNews. https://www.webpronews.com/disney-faces-streaming-challenges-amid-mixed-results-shares-plunge-amid-post-covid-theme-park-slowdown-and-woke-backlash/
Pekpazar, A., Coskun, M. C., & Altin Gumussoy, C. (2023). Conceptualization and Survey Instrument Development for Over-the-Top Platforms’ Usability. Journal of Theoretical and Applied Electronic Commerce Research, 18(4), Article 4. https://doi.org/10.3390/jtaer18040089
Pereira, R., & Tam, C. (2021). Impact of enjoyment on the usage continuance intention of video-on-demand services. Information & Management, 58(7), 103501. https://doi.org/10.1016/j.im.2021.103501
Polisetty, A., Sowmya, G., & Pahari, S. (2023). Streaming towards innovation: Understanding consumer adoption of OTT services through IRT and TAM. Cogent Business & Management, 10(3), 2283917. https://doi.org/10.1080/23311975.2023.2283917
Prasetio, A., Witarsyah, N. A., & Indrawati, I. (2024). The effect of e-WOM on purchase intention in e-commerce in Indonesia through the expansion of the information adoption model. International Journal of Data and Network Science, 8(3), 1959–1968. https://doi.org/10.5267/j.ijdns.2024.1.017
Rahadi, D. R. (2023). Pengantar Partial Least Squares Structural Equation Model (PLS-SEM). Lentera Ilmu Madani.
Sällberg, H., Wang, S., & Numminen, E. (2023). The combinatory role of online ratings and reviews in mobile app downloads: An empirical investigation of gaming and productivity apps from their initial app store launch. Journal of Marketing Analytics, 11(3), 426–442. https://doi.org/10.1057/s41270-022-00171-w
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Squares Structural Equation Modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of Market Research (pp. 1–40). Springer International Publishing. https://doi.org/10.1007/978-3-319-05542-8_15-1
Sharp, B. (2017). Marketing: Theory, Evidence, Practice. Oxford University Press.
Shiau, W.-L., Yuan, Y., Pu, X., Ray, S., & Chen, C. C. (2020). Understanding fintech continuance: Perspectives from self-efficacy and ECT-IS theories. Industrial Management & Data Systems, 120(9), 1659–1689. https://doi.org/10.1108/IMDS-02-2020-0069
Solomon, M., Marshall, G., & Stuart, E. (2018). Marketing: Real People, Real Choices. Pearson.
Solomon, M. R., & Russel, C. A. (2024). Consumer behavior: Buying, having, and being. Pearson.
Thaler, S. (2024, March 27). Disney has harmed investors with ‘woke’ agenda pushing ‘anti-police and anti-White content’: Letter. Yahoo News. https://www.yahoo.com/news/disney-harmed-investors-woke-agenda-152321169.html
Tymoshchuk, O., Lou, X., & Chi, T. (2024). Exploring Determinants of Second-Hand Apparel Purchase Intention and Word of Mouth: A Stimulus–Organism–Response Approach. Sustainability, 16(11), Article 11. https://doi.org/10.3390/su16114445
What is Accessibility: An Introduction | SeeWriteHear. (n.d.). Retrieved July 11, 2025, from https://www.seewritehear.com/learn/what-is-accessibility/
Yan, M., Filieri, R., & Gorton, M. (2021). Continuance intention of online technologies: A systematic literature review. International Journal of Information Management, 58, 102315. https://doi.org/10.1016/j.ijinfomgt.2021.102315
Zihan. (2024). Harga Naik, Disney+ Langsung Kehilangan 1.3 Juta Subscribers! https://www.upstation.media/article/disney-plus-kehilangan-jutaan-subscribers