Investigating binge‐watching and its effect on paid subscription: A mixed‐method study based on SOR theory

IF 4.4 3区 管理学 Q2 BUSINESS
Lianlian Song, Shanji Yao, Lili Liu, Geoffrey Tso
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引用次数: 0

Abstract

Video‐on‐demand platforms encourage binge‐watching (BW) to stimulate consumers' paid subscription. Despite decades of research, prior studies have yet to reach a consensus on the definition of BW, which results in inconsistent findings regarding its effect on paid subscription behavior. Drawing on stimuli‐organism‐response theory and parasocial interaction studies, we develop a conceptual model to explore the causal mechanism that links BW, the consumer organism (attractiveness, identification, involvement, and parasocial interaction), and responses (impulsive paid subscription). We also investigate how the boundary condition of BW (number of episodes watched) affects this causal mechanism. We conducted an online survey and two quasi‐field experiments to collect data and verify the hypotheses. Our findings confirm that, compared with non‐BW, BW offers enhanced attractiveness, identification, involvement, and parasocial interaction, which results in more impulsive paid subscription behavior. Moreover, it is valid to define BW as watching at least three episodes of a program, which reveals significant differences in viewers' impulsive paid subscription behavior. Implications for future BW research and marketing strategies for video‐on‐demand platforms are discussed.
调查狂欢观看及其对付费订阅的影响:基于 SOR 理论的混合方法研究
视频点播平台鼓励狂欢观看(BW),以刺激消费者付费订阅。尽管已有数十年的研究,但之前的研究尚未就 "狂欢观看 "的定义达成共识,这就导致了关于 "狂欢观看 "对付费订阅行为影响的研究结果不一致。借鉴刺激-机体-反应理论和寄生社会互动研究,我们建立了一个概念模型,以探索 BW、消费者机体(吸引力、认同、参与和寄生社会互动)和反应(冲动性付费订阅)之间的因果机制。我们还研究了 BW 的边界条件(观看集数)如何影响这一因果机制。我们进行了一次在线调查和两次准现场实验,以收集数据并验证假设。我们的研究结果证实,与非 BW 相比,BW 提供了更强的吸引力、认同感、参与感和寄生社会互动,从而导致更多冲动性付费订阅行为。此外,将 "BW "定义为观看至少三集节目也是有效的,这揭示了观众冲动性付费订阅行为的显著差异。本研究还讨论了视频点播平台未来 BW 研究和营销策略的意义。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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