消费者对道德娱乐消费的偏好：尺度的概念化、发展和验证

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2023-03-01 DOI:10.1080/10496491.2023.2184441

Avirupa Basu, Tamas Makany, Pratap Chandra Mandal, Ashutosh Bishnu Murti

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引用次数: 0

摘要

摘要我们的研究描述了在OTT平台的背景下，衡量消费者对道德娱乐消费偏好（CPEEC）的可靠量表的概念化、开发和验证。过去的文献讨论了在消费者中具有重要意义的各种背景下的道德消费。然而，OTT娱乐作为一个新兴的文学领域，关于道德消费的文献却非常有限。为CPEEC构思和开发一个测量量表将有助于衡量电影、网络节目和真人秀等娱乐的道德性。CPEEC量表是通过进行33次深入访谈、20名参与者的焦点小组讨论以及707名受访者的三次在线调查来开发和验证的。我们的研究结果强调，CPEEC结构是一个由三个一阶维度组成的形成性二阶结构。娱乐业高管可以根据消费者的价值观和信念，使用CPEEC量表来制定现有和新的内容目录。

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Consumers’ Preferences for Ethical Entertainment Consumption: Conceptualization, Development, and Validation of a Scale

Abstract Our study describes the conceptualization, development, and validation of a reliable scale to measure the Consumers’ Preferences for Ethical Entertainment Consumption (CPEEC) in the context of OTT platforms. Past literature has addressed Ethical Consumption in various contexts that hold significant importance among consumers. However, there is limited literature on the Ethical Consumption in the domain of OTT entertainment, which is a new and burgeoning field of literature. Conceptualizing and developing a measurement scale for CPEEC will help measure the ethicality of entertainment like films, web shows and reality shows. The CPEEC scale is developed and validated by performing 33 in-depth interviews, focus group discussions with 20 participants, and three online surveys with 707 respondents. Our findings highlight that the CPEEC construct is a formative second-order construct that consists of three first-order dimensions. Entertainment executives can use the CPEEC scale to strategize their existing and new content catalogs according to consumer values and beliefs.

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.