The Impacts of Service Quality, Consumer Perceptions, and Social Influences on Video Streaming Service Subscription

• In Event: Research Symposium: Session IV

Abstract

This study investigates the factors affecting U.S. consumers’ willingness to continue and subscribe to video streaming services. Three categories of explanatory factors, video streaming service quality, consumer perceptions of streaming consumption, and social influences, are proposed to predict consumer subscriptions. By surveying 834 online video streaming users in the U.S., the analysis results show that five factors from these three aspects best predict consumers’ willingness to continue and subscribe to video streaming services: service 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.

Author

• Miao Guo, University of Connecticut