THE EFFECTS OF THE ROLES OF ACTORS TO AUDIENCE SATISFACTION THROUGH TECHNOLOGY ACCEPTANCE MODEL (TAM) IN SOCIAL MEDIA DURING PANDEMIC ERA

Abstract

Covid-19 caused the disruption in many areas of life. All activities changed suddenly, and there were social restrictions on the community with a lockdown. Activities outside are done from home and the use of the internet becomes paramount. Plays, which have been performed on stage, have turned online. People who are now used to being at home have much time to watch movies online. This research focuses on drama performance and consumption online using technology acceptance model (TAM). The data are obtained from 512 respondents who were watching movies online, and 202 of them watched drama films. Research analysis is done by using partial least square. The results shows that the role of actors had an impact on the TAM. The role of actors can increase the perceived usefulness of technology, perceived ease of use, and audience satisfaction. The TAM has an impact on audience satisfaction. Perceived usefulness of technology and perceived ease of use increases audience satisfaction. This study contributes to help actors in online drama with the flow theory, a practical contribution to using the video/film industry to enhance social and economic growth.