Digital natives and streaming TV platforms: an integrated perspective to explain continuance usage of over-the-top services

IF 3.1 3区管理学 Q2 COMPUTER SCIENCE, INFORMATION SYSTEMS

Online Information Review Pub Date : 2023-02-28 DOI:10.1108/oir-03-2022-0133

Felix Friederich, Ramon Palau-Saumell, Jorge Matute, Jan-Hinrich Meyer

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引用次数: 0

Abstract

PurposeDigital natives constitute a substantial part of consumers nowadays. Yet, a theoretical understanding of the factors driving their engagement with new-age digital services is lacking. This study therefore aims to examine digital natives’ continuance usage of the proliferating over-the-top (OTT) services. To address these objectives, the study uses a comprehensive model that primarily integrates perceived value, cognitive absorption and customer brand engagement theories.Design/methodology/approachData were collected using an online personal questionnaire targeting active digital natives OTT service users using the online software tool SurveyMonkey. A sample of 1,415 digital natives was analysed using structural equation modelling.FindingsThe findings indicated that continuance usage is predicted by all three theories. The results illustrate that cognitive absorption and customer brand engagement are the most critical in enhancing continuance usage. Gender effects on digital natives’ value perceptions were found. The model explains 57% of the variance in users’ continuance usage.Originality/valueThe study adds valuable contributions to the existing literature that are relevant to digital natives’ engagement with new-age digital services. The proposed integrated model and the role of gender in value formations provide managers with novel insights when designing effective strategies to increase continuance usage for the largest consuming generation.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2022-0133

查看原文本刊更多论文

数字原生代和流媒体电视平台:从综合角度解释过度服务的持续使用

如今，数字原住民构成了消费者的很大一部分。然而，对推动他们参与新时代数字服务的因素缺乏理论理解。因此，本研究旨在调查数字原生代对日益增长的OTT服务的持续使用情况。为了实现这些目标，本研究使用了一个综合模型，主要集成了感知价值、认知吸收和客户品牌参与理论。设计/方法/方法使用在线软件工具SurveyMonkey对活跃的数字原生代OTT服务用户进行在线个人问卷调查收集数据。使用结构方程模型分析了1415个数字原生代的样本。研究结果表明，三种理论都可以预测持续使用。研究结果表明，认知吸收和客户品牌参与是提高持续性使用的最关键因素。性别对数字原生代的价值认知有影响。该模型解释了用户持续使用中57%的差异。独创性/价值该研究为现有文献增加了有价值的贡献，这些文献与数字原生代参与新时代数字服务有关。所提出的综合模型和性别在价值形成中的作用为管理者在设计有效策略以增加最大消费一代的持续使用时提供了新的见解。同行评议本文的同行评议历史可在:https://publons.com/publon/10.1108/OIR-03-2022-0133

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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来源期刊

Online Information Review 工程技术-计算机：信息系统

CiteScore

6.90

自引率

16.10%

发文量

审稿时长

6 months

期刊介绍： The journal provides a multi-disciplinary forum for scholars from a range of fields, including information studies/iSchools, data studies, internet studies, media and communication studies and information systems. Publishes research on the social, political and ethical aspects of emergent digital information practices and platforms, and welcomes submissions that draw upon critical and socio-technical perspectives in order to address these developments. Welcomes empirical, conceptual and methodological contributions on any topics relevant to the broad field of digital information and communication, however we are particularly interested in receiving submissions that address emerging issues around the below topics. Coverage includes (but is not limited to): •Online communities, social networking and social media, including online political communication; crowdsourcing; positive computing and wellbeing. •The social drivers and implications of emerging data practices, including open data; big data; data journeys and flows; and research data management. •Digital transformations including organisations’ use of information technologies (e.g. Internet of Things and digitisation of user experience) to improve economic and social welfare, health and wellbeing, and protect the environment. •Developments in digital scholarship and the production and use of scholarly content. •Online and digital research methods, including their ethical aspects.