The impact of confirmation on repurchase intention of movie streaming services: GenZ’s case

Abstract

The rise of paid movie streaming services has transformed movie viewing habits in Vietnam, particularly among young people. This study examines the impact of confirmation on repurchase intention of paid movie streaming services, with a focus on GenZ. The study employs Perceived Value (PV) and Customer Satisfaction (CS) as the key variables. Data from 236 customers in Ho Chi Minh City who have been using the aforementioned service is analyzed using the PLS-SEM method with SmartPLS. The ideal statistical technique for investigating measurement models in which latent variables are measured by observable variables that have been verified for reliability and validity is PLS-SEM. PLS-SEM is suitable for both large and small sample sizes, making it a versatile tool for researchers in various fields. The research findings indicate that Satisfaction (SAT) has the greatest influence on Repurchase Intention (RI). Confirmation (CONF) positively influences Perceived Value (PV) and Satisfaction. Perceived Value indirectly influences Repurchase Intention through Satisfaction. These findings will provide valuable insights to businesses in understanding customers’ behavioral intentions in the online entertainment industry in Vietnam.