More the merrier!! Understanding the effect of available content choices over willingness to pay for over‐the‐top subscriptions

IF 8.9 2区管理学 Q1 BUSINESS Psychology & Marketing Pub Date : 2023-09-30 DOI:10.1002/mar.21895

Shaphali Gupta, Pooja Shrivastava, Soniya Gupta‐Rawal

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Abstract

Abstract Around the globe, the trend of cutting cable cords in favor of over‐the‐top media platforms has been rising tremendously. Further, the influx of different content is disrupting media consumption behavior. Underpinning the choice theory, this study investigates the effect of the availability of content choices on over‐the‐top platforms on users' subscription intention. Insights from the triangulation of marketplace evidence and interviews reveal that the availability of content choices leads to the willingness to pay for the content, which further leads to the subscription intention. The conceptual framework suggests that content affinity, reviews, and recommendations play a moderating role in suggested relationships. The three experimental studies validate that the role of content choices on subscription intention is mediated by the higher willingness to pay for the content only in the absence of negative platform‐related reviews and recommendations. Further, this study presents content strategies and suggested matrices for practitioners and paves the way for academicians to explore digital adoptions using choice theory for future research.

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人越多越好!!了解可用内容选择对付费订阅意愿的影响

在全球范围内，削减有线电缆的趋势有利于顶级媒体平台一直在急剧上升。此外，不同内容的涌入正在扰乱媒体消费行为。在选择理论的基础上，本研究调查了在线平台上内容选择的可用性对用户订阅意愿的影响。从市场证据和访谈的三角分析中得出的见解表明，内容选择的可用性会导致为内容付费的意愿，从而进一步导致订阅意愿。概念框架表明，内容亲和力、评论和推荐在建议的关系中起调节作用。三个实验研究证实，内容选择对订阅意愿的作用是由在没有负面平台相关评论和推荐的情况下，用户更愿意为内容付费所介导的。此外，本研究为从业者提出了内容策略和建议矩阵，并为学者们在未来的研究中使用选择理论探索数字采用铺平了道路。

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来源期刊

Psychology & Marketing Multiple-

CiteScore

12.10

自引率

20.90%

发文量

127

期刊介绍： Psychology & Marketing (P&M) publishes original research and review articles dealing with the application of psychological theories and techniques to marketing. As an interdisciplinary journal, P&M serves practitioners and academicians in the fields of psychology and marketing and is an appropriate outlet for articles designed to be of interest, concern, and applied value to its audience of scholars and professionals. Manuscripts that use psychological theory to better understand the various aspects of the marketing of products and services are appropriate for submission.