: 10.56472/25835238/IRJEMS-V5I2P120
Maris Agung Triandewo, Nabila Zahra Latasha. "Factors Influencing Continuance Usage Mediated By Consumer Satisfaction and Emotional Value Among Gen Z Users of Netflix" International Research Journal of Economics and Management Studies, Vol. 5, No. 2, pp. 164-177, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I2P120
This study investigates the determinants of continuance usage of Netflix among Generation Z users in Indonesia. It examines the influence of Social Value and Hedonic Value on Continuance Usage, with Emotional Value and Consumer Satisfaction serving as mediating variables. A quantitative approach was applied using purposive sampling. Data were collected through an online questionnaire from 302 Generation Z Netflix users in Bekasi, Indonesia. The proposed model was analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings reveal that Social Value positively and significantly influences Emotional Value and Continuance Usage. Emotional Value also has a significant positive effect on Continuance Usage. Hedonic Value demonstrates a strong positive impact on Consumer Satisfaction and directly affects Continuance Usage. Furthermore, Consumer Satisfaction significantly enhances Continuance Usage. Mediation analysis indicates that Emotional Value partially mediates the relationship between Social Value and Continuance Usage, while Consumer Satisfaction partially mediates the effect of Hedonic Value on Continuance Usage. These results extend prior research on post-adoption behavior in digital streaming services by emphasizing the roles of social and experiential benefits in sustaining user engagement. Practically, the study provides insights for OTT providers in developing strategies to strengthen customer retention and maintain a competitive advantage in the streaming industry.
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Consumer Satisfaction, Continuance Usage, Emotional Value, Generation Z, Hedonic Value, Netflix, OTT Platforms, Social Value.