Customer Benefits and Sharing Behaviour in Video Streaming Services: The Mediation Effect of Value Creation

Online video streaming services have become popular. This study aims to examine subscribers’ sharing behaviour on online digital video platforms. In almost all online channels, sharing behaviour has gained importance. Platforms may more simply and successfully reach their target audiences or consumers through sharing. On the other hand, customers may attend to value creation due to the benefits they gain from using goods and services. Marketers must comprehend how value creation is affected by customer benefits. This study is among the first studies examining the relationships between customer benefits, value creation, and sharing behaviour. Questionnaire-based research was employed to examine the foundation and framework-related hypotheses. Data was collected through the online survey forms. The data was obtained from 363 online streaming service paid users. The Structural Equation Model was performed using SPSS Amos 20 to test hypotheses. The statistical significance of the model’s estimations was tested using a single-step mediator model with a bootstrapping procedure. According to the findings, there was a significant relationship between customer benefits and instrumental value. However, there were very weak relationships between functional and psychosocial benefits and instrumental value. Financial benefit and instrumental value had a stronger relationship. Significant relationships were found between the variables customer benefits and terminal value. There was no significant relationship between instrumental value and sharing behaviour. As a result, there was no instrumental value-mediated relationship between customer benefits and sharing behaviour. The relationship between customer benefits and sharing behaviour, on the other hand, has been found to be mediated by terminal values. Functional and financial benefits and sharing behaviour did not directly and significantly relate. But this relationship became significant through terminal values (indirect-only mediation). Psychosocial benefits and sharing behaviour were directly and significantly related. It has been noted, nonetheless, that this relationship was strengthened by terminal value. The findings were assessed in light of the prior studies in the discussion section. In this section, some potential directions were suggested for future research.