Consumer Satisfaction and Extension Intention with Streaming Media Services

Abstract

Previous research on subscriptions has not focused on the characteristics of content where multiple content is consumed over a certain period, and evaluations of that are not easily associated. Therefore, considering these characteristics, this study theoretically and empirically examines the effects and interactions of conditions such as the ratio of good content, the content selection criterion, and the evaluation level of original content on consumer satisfaction and intention to extend. The results show that 1) the ratio of good content, i.e., the proportion of highly rated content, is the most influential factor for satisfaction and extension intention; 2) when the main criterion of content selection is the consumers themselves rather than recommendations by the streaming service, the difference in satisfaction based on the ratio of good content is significant; 3) the influence of original content exclusively planned and produced by the streaming service is relatively lower on satisfaction compared to the influence of the ratio of highly rated content, but similar on extension intention; and 4) the influence of original content on satisfaction is as high as that of the ratio of highly rated content, only when the content selection is done based on consumer preferences.

Keywords

• subscription services
• digital content
• recommendation
• original content