作为消费者品牌参与促进因素的享乐型娱乐和快乐型娱乐:Netflix 的多重中介模型

IF 3.8 Q2 BUSINESS EuroMed Journal of Business Pub Date : 2024-04-16 DOI:10.1108/emjb-05-2023-0141
Kyriakos Riskos, Paraskevi Dekoulou, Leonidas Hatzithomas, Ioanna Papasolomou
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引用次数: 0

摘要

目的 OTT(Over-the-Top)平台之间的激烈竞争使品牌成为吸引消费者的先决条件。本研究针对 OTT 品牌,尤其是 Netflix,提出了一个新的结构方程模型,其中享乐型和愉悦型娱乐动机是消费者品牌参与的促进因素。研究结果表明,在多重中介模型中,两种娱乐类型与 Netflix 使用意向之间的关系依次受到消费者注意力和消费者品牌参与的中介。此外,本研究还证实,与男性消费者相比,女性消费者在享乐型娱乐的激励下表现出更高的消费者品牌参与度。原创性/价值这是第一项针对 OTT 品牌内容消费提出新结构模型并检验两种娱乐类型在 Netflix 使用意向中作用的研究。
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Hedonic and eudaimonic entertainment as facilitators of consumer brand engagement: a multiple mediation model for Netflix

Purpose

Fierce competition among over-the-top (OTT) platforms has rendered branding a precondition for consumer appeal. This study proposes a new structural equation model for OTT brands, especially Netflix, where hedonic and eudaimonic entertainment motives function as facilitators of consumer brand engagement.

Design/methodology/approach

An online survey was conducted. Structural Equation Modeling was used to build the model and test for various direct, mediation, and moderation effects.

Findings

The results suggest a multiple mediation model in which the relationship between the two types of entertainment and intention to use Netflix is sequentially mediated by consumer attention and consumer brand engagement. Moreover, this study confirms that female consumers, compared to male consumers, exhibit higher levels of consumer brand engagement when motivated by hedonic entertainment.

Originality/value

This is the first study to present a novel structural model for the content consumption of OTT brands and test the role of the two types of entertainment in the intention to use Netflix.

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来源期刊
CiteScore
9.80
自引率
19.20%
发文量
61
期刊介绍: The EuroMed Journal of Business (EMJB) is the premier publication facilitating dialogue among researchers from Europe and the Mediterranean. It plays a vital role in generating and disseminating knowledge about various business environments and trends in this region. By offering an up-to-date overview of emerging business practices in specific countries, EMJB serves as a valuable resource for its readers. As the official journal of the EuroMed Academy of Business, EMJB is committed to reflecting the economic growth seen in the European-Mediterranean region. It aims to be a focused and targeted business journal, highlighting environmental opportunities, threats, and marketplace developments in the area. Through its efforts, EMJB promotes collaboration and open dialogue among diverse research cultures and practices. EMJB serves as a platform for debating and disseminating research findings, new research areas and techniques, conceptual developments, and practical applications across various business segments. It seeks to provide a forum for discussing new ideas in business, including theory, practice, and the issues that arise within the field.
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