SVOD 内容的授权和非授权消费:建立需求决定因素模型并衡量实施访问控制的效果

IF 5.1 3区 管理学 Q1 BUSINESS Journal of Theoretical and Applied Electronic Commerce Research Pub Date : 2024-02-28 DOI:10.3390/jtaer19010025
Ignacio Redondo, Diana Serrano
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引用次数: 0

摘要

消费者被越来越多的 SVOD 平台所吸引,但支付所有平台的订阅费用过于昂贵。为了降低成本,消费者可以同时使用专有订阅、非专有订阅和非法流媒体网站。反过来,平台可以实施访问控制,这一决定可能会减少非专有订阅,但也会减少专有订阅。这一决策的影响以及 SVOD 内容需求的决定因素在很大程度上仍未得到探讨。我们提出了一个基线模型,即 SVOD 内容需求由寻求多样性、家庭经济状况、道德评价和社会规范驱动,以及一个变化模型,即订阅变化由用户的特质反应和对决策公平性的感知驱动。我们就当前 SVOD 内容的消费方式和对假定的访问控制执行的反应进行了调查,并采用了四种随机版本的认证模式。结果证实了所提出的许多决定因素,并显示由于实施控制,专有订阅量显著减少,但认证模式却没有影响。所有这些发现可能有助于改进未来的 SVOD 内容消费模式,并更好地应对将未授权用户转化为授权用户这一艰巨挑战。
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Authorized and Unauthorized Consumption of SVOD Content: Modeling Determinants of Demand and Measuring Effects of Enforcing Access Control
Consumers are attracted by the increasing number of available SVOD platforms, but it would be too expensive to pay the subscription fees for all of them. To reduce costs, consumers can combine the use of proprietary subscriptions, non-proprietary subscriptions, and illegal streaming sites. In turn, platforms could enforce access control, a decision that might produce the desired reduction in non-proprietary subscriptions but also an undesired reduction in proprietary subscriptions. The effects of this decision and the determinants of SVOD content demand remain largely unexplored. We propose a baseline model where the SVOD content demand is driven by variety seeking, household financial situation, ethical evaluation, and social norms, as well as a change model where the subscription variation is driven by users’ trait reactance and perceived fairness of the decision. We conducted a survey on the current ways SVOD content is consumed and responses to a hypothetical access control enforcement, with four randomized versions of the authentication mode. Results confirmed many of the proposed determinants and showed a noteworthy reduction in proprietary subscriptions due to the control enforcement but no effect due to the authentication modes. All these findings may help improve future models of SVOD content consumption and better address the difficult challenge of converting unauthorized users into authorized ones.
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来源期刊
CiteScore
9.50
自引率
3.60%
发文量
67
期刊介绍: The Journal of Theoretical and Applied Electronic Commerce Research (JTAER) has been created to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society.
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