Publicação
Navigating the Subscription Economy: Understanding How Subscription-Based Services Are Transforming Consumer Behavior and Loyalty
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | pt_PT |
| dc.contributor.advisor | Jesus, Frederico Miguel Campos Cruz Ribeiro de | |
| dc.contributor.author | Oliveira, Maria Inês Diniz Silva | |
| dc.date.accessioned | 2024-11-18T09:42:51Z | |
| dc.date.available | 2024-11-18T09:42:51Z | |
| dc.date.issued | 2024-11-08 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing | pt_PT |
| dc.description.abstract | 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. | pt_PT |
| dc.identifier.tid | 203778472 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/175415 | |
| dc.language.iso | eng | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Consumer behavior | pt_PT |
| dc.subject | Loyalty | pt_PT |
| dc.subject | Subscription-Based Streaming Services | pt_PT |
| dc.subject | IS Success Model | pt_PT |
| dc.subject | Netflix | pt_PT |
| dc.subject | Spotify | pt_PT |
| dc.title | Navigating the Subscription Economy: Understanding How Subscription-Based Services Are Transforming Consumer Behavior and Loyalty | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Ciência de Dados Aplicada ao Marketing | pt_PT |