Determinants of Consumer Choice on Digital Content Subscription Services

Abstract

This study aims to explore which option consumers choose when using content: traditional solid consumption, which involves owning media containing content; or the newer liquid consumption, which involves using content subscription services. Through surveys conducted on movies, novels, and paintings, this study found that product cost and product ownership significantly influence the choice of subscription services across all content types. However, product variety only significantly affects the choice of painting content, while product quality significantly influences the selection of both novels and painting content. These findings reveal differences between content types and offer theoretical and practical implications.

Keywords

• liquid consumption
• solid consumption
• content business
• art marketing
• logistic regression analysis