Demographic and attitudinal antecedents of consumers' use and self-investment trajectories over time in an online TV content platform
ISSN: 1757-5818
Article publication date: 11 May 2020
Issue publication date: 6 October 2020
Abstract
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.
Keywords
Acknowledgements
Funding: The authors received no financial support for the research, authorship, and/or publication of this article.
Citation
Van der Linden, S., Nimmegeers, S., Geskens, K. and Weijters, B. (2020), "Demographic and attitudinal antecedents of consumers' use and self-investment trajectories over time in an online TV content platform", Journal of Service Management, Vol. 31 No. 3, pp. 535-562. https://doi.org/10.1108/JOSM-10-2018-0346
Publisher
:Emerald Publishing Limited
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