Exploring customers’ values from subscribing to a streaming service - The case of Netflix

Le Thi Thanh Xuan, Pham Do Quang Trung
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Abstract

Streaming services (music, movies) via the Internet has changed the entertainment habits of Vietnamese significantly and has a huge potential to develop. The penetration rate of video streaming services was 5.2% and it has been rising to reach roughly 7.4% by 2025. The competition in this service is also increasing with the participation of many domestic and international competitors, such as iFlix, Apple TV, FPT Play, and Zing TV. The purpose of this study is to explore the values of users when subscribing to one streaming service. The research context employs Netflix service provider to collect data with the following objectives: (1) to identify attributes of Netflix from the perceptions of users; (2) to identify the links between these attributes and personal values of users through consequences; and (3) to propose managerial implications for streaming service providers to attract more subscribers. The paper employs soft-laddering interviews to collect data from 24 respondents and is based on means-end chain theory. The research findings have explored 17 Attributes (A), 29 Consequences (C), and 08 Values (V). The extended association pattern technique APT is used to analyze data and Hierarchical Value Map (HVM) is constructed to show all A-C-V linkages. Finally, managerial implications are proposed to service providers to improve their services.
探索用户订阅流媒体服务的价值——以Netflix为例
通过互联网提供的流媒体服务(音乐、电影)极大地改变了越南人的娱乐习惯,具有巨大的发展潜力。视频流媒体服务的渗透率为5.2%,到2025年将达到7.4%左右。随着iFlix、Apple TV、FPT Play、Zing TV等众多国内外竞争对手的加入,这项服务的竞争也越来越激烈。本研究的目的是探讨用户在订阅一种流媒体服务时的价值。研究背景采用Netflix服务提供商收集数据,目的如下:(1)从用户的感知中识别Netflix的属性;(2)通过后果识别这些属性与用户个人价值观之间的联系;(3)为流媒体服务提供商提供管理建议,以吸引更多用户。本文采用软阶梯访谈法收集了24名受访者的数据,并基于手段-末端链理论。研究结果探索了17个属性(A), 29个后果(C)和08个值(V)。使用扩展关联模式技术APT对数据进行分析,并构建了层次值图(HVM)来显示所有A-C-V联系。最后,对服务提供者提出管理启示,以改善其服务。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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