服务质量、感知价值和社会影响对视频流服务订阅的影响

Miao Guo
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引用次数: 3

摘要

本研究调查了影响美国消费者继续订阅视频流媒体服务意愿的因素。三个解释因素,视频流服务质量,感知价值和社会影响,提出预测消费者订阅。通过对美国834名在线视频流媒体用户的调查,分析结果显示,服务系统可靠性、兼容性、感知享受、感知可控性和规范压力(社会规范)这三个方面的五个预测指标最能预测消费者继续和订阅视频流媒体服务的意愿。讨论了理论和实践意义,以帮助加深我们对高度竞争的市场环境中付费媒体订阅的理解。
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The Impacts of Service Quality, Perceived Value, and Social Influences on Video Streaming Service Subscription
ABSTRACT This study investigates the factors affecting U.S. consumers’ willingness to continue and subscribe to video streaming services. Three explanatory factors, video streaming service quality, perceived value, and social influences, are proposed to predict consumer subscription. By surveying 834 online video streaming users in the U.S., the analysis results show that five predictors from these three aspects best predict consumers’ willingness to continue and subscribe to video streaming services, including service system reliability, compatibility, perceived enjoyment, perceived controllability, and normative pressure (social norms). Theoretical and practical implications are discussed to help deepen our understanding of paid media subscriptions in a highly competitive market environment.
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来源期刊
CiteScore
3.10
自引率
5.30%
发文量
12
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