A carregar...
Publicação
Navigating the Subscription Economy: Understanding How Subscription-Based Services Are Transforming Consumer Behavior and Loyalty
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 788.14 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This study investigates consumer behavior within the subscription economy, focusing
specifically on streaming services such as Netflix and Spotify. By integrating the IS Success
Model (DeLone & McLean, 2003) with constructs like perceived value, enjoyment, usefulness,
and intention to reuse, this research aims to understand how these factors influence user
satisfaction, engagement, and loyalty. Using a comprehensive multidimensional research
model and employing Partial Least Squares Structural Equation Modeling (PLS-SEM) for data
analysis, the study reveals that system quality, information quality, and perceived value
significantly impact user satisfaction. However, the anticipated positive effects of enjoyment
and usefulness on satisfaction were not supported, indicating potential areas for further
investigation. The findings offer practical insights for streaming service providers to enhance
user experience and retention. Recommendations for future research include employing
longitudinal studies, diversifying samples, and exploring additional constructs and mediating
variables.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
Palavras-chave
Consumer behavior Loyalty Subscription-Based Streaming Services IS Success Model Netflix Spotify