![]() ![]() ![]() Our study aims to investigate and determine the relationships between digital transformation, satisfaction, word-of-mouth communication, and students' intention to continue learning online in universities. Objectives: To deal with the Covid-19 pandemic and its unpredictable variations, universities must develop many different response scenarios in which online teaching is considered a suitable, strategic, and long-term solution. The factors that have the highest correlation values are transition cost and inertia. Inertia is also positively and significantly influenced by the transition cost (effort to move). Furthermore, it was also found that perceived cost and personalization do not affect the intention to use. In addition, convenience, perceived controllability (a person's level of control over the application), and morality positively influence intention to use. It was found that inertia (the level of user inertia) negatively affects intention to use (the intention to use a subscription-based streaming service application) and convenience. Data collection resulted in 378 responses that were subsequently analyzed using the covariance-based structural equation modeling (CB-SEM) technique. This research uses a quantitative approach and an online survey method for data collection. The theory used is a combination of the status quo bias theory and coping theory. This study investigates the factors that affect the inertia of movie piracy application users. This study aims to analyze the factors that influence a person's intention to use a subscription-based streaming service application using the perspective of the inertia of piracy movie application users. ![]()
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