规范性
服务质量
视频流媒体
服务(商务)
价值(数学)
可靠性(半导体)
社会化媒体
质量(理念)
支付意愿
广告
业务
计算机科学
营销
万维网
微观经济学
经济
功率(物理)
量子力学
哲学
物理
机器学习
认识论
实时计算
标识
DOI:10.1080/14241277.2022.2089991
摘要
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.
科研通智能强力驱动
Strongly Powered by AbleSci AI