Purpose To investigate if online TV content platforms create value for consumers (and increase use) by offering its users the possibility to self-invest in the service (by giving personal content preferences). We link demographic and attitudinal antecedents to the relation between self-investment and use. Design/methodology/approach Data were collected together with a Belgian media company ( N = 4,136). To test the effects a latent growth model was composed in a multigroup setting with gender as the grouping variable. The model is analyzed through structural equation modeling in Mplus 8.0. Findings In general, strong relations between self-investment and increased use were found, although the effect of self-investment on use was stronger for female consumers. Furthermore, we established strong hedonic effects on using and investing in the service. For men, easy to use platforms lead to less self-investment. Research limitations/implications Our findings are restricted to free services. Furthermore, attitudinal variables are antecedents of behaviors. However, a more complex interplay between behavioral and attitudinal variables is possible. Further research could use repeatedly measured attitudinal measures and link these to behaviors over time. Practical implications Service developers could offer different platform interactions to different segments to create consumer value. Women seem more receptive for extra functionalities, such as the possibility to indicate preferences. Men mainly focus on the content offered. Originality/value This study focuses on a new form of media distribution, online TV content platforms, where we investigate two related behaviors of users over time (self-investment and use) instead of a general approximation of use. Multi-source data were used.

中文翻译：

---

在线电视内容平台上的消费者使用和自我投资轨迹随时间变化的人口统计和态度前因

目的调查在线电视内容平台是否通过为用户提供对服务进行自我投资的可能性（通过提供个人内容偏好）来为消费者创造价值（并增加使用）。我们将人口统计和态度的前因与自我投资和使用之间的关系联系起来。设计/方法/方法与比利时一家媒体公司（N = 4136）一起收集数据。为了测试效果，在多组环境中建立了以性别为分组变量的潜在增长模型。通过Mplus 8.0中的结构方程建模来分析该模型。调查结果通常，尽管女性消费者的自我投资对使用的影响更大，但人们发现自我投资与增加使用之间存在密切的关系。此外，我们在服务的使用和投资方面建立了强大的享乐效应。对于男性而言，易于使用的平台会减少自我投资。研究的局限性/意义我们的发现仅限于免费服务。此外，态度变量是行为的前提。但是，行为变量和态度变量之间可能会发生更复杂的相互作用。进一步的研究可能会使用重复测量的态度措施，并将其与长期行为联系起来。实际意义服务开发人员可以为不同的细分受众群提供不同的平台交互，以创造消费者价值。妇女似乎更愿意接受额外的功能，例如表明偏好的可能性。男人主要关注提供的内容。原创性/价值这项研究着眼于一种新形式的媒体发行，在线电视内容平台，我们研究了一段时间内用户的两种相关行为（自我投资和使用），而不是一般的使用近似值。使用了多源数据。