Innovation Adoption vs. Resistance: A Study of Digital Content Subscriptions in Indonesia

This study examines the dynamics of innovation adoption and resistance in the context of digital content subscription services in Indonesia. Despite the rapid growth of digital entertainment consumption, challenges such as low willingness to pay and increasing subscription fatigue highlight the need to better understand consumer behavior. Drawing on Innovation Diffusion Theory (IDT) and Innovation Resistance Theory (IRT), this research investigates how adoption factors (compatibility and trialability) and resistance factors (risk and traditional barriers) influence actual usage and continuous purchase intention. The study employs a quantitative approach using a survey of 342 Indonesian respondents who have experience with digital subscription services. The findings reveal that compatibility has a significant positive effect on actual usage, while trialability and risk barriers do not show significant influence. Furthermore, actual usage strongly affects continuous purchase intention, emphasizing the importance of sustained engagement in driving long-term consumer commitment. These results suggest that in a mature digital environment, alignment with users’ lifestyles and needs is more critical than promotional strategies such as free trials. This study contributes to the literature by extending IDT and IRT in the Indonesian context and provides practical implications for digital platform providers to enhance user retention through service relevance and usability.