Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


Exploring Psychological Factors in Non-Compliant Account-Sharing on Streaming Platforms
(A2024-119415)

Published: May 28, 2024

AUTHORS

Meta Dev Prasad Murthy, Indian Institute of Management Kozhikode; Vishnu V, Indian Institute of Management Kozhikode; Atanu Adhikari, Indian Institute of Management Kozhikode

ABSTRACT

This research aims to understand the motivations and inhibitions behind non-compliant account sharing of streaming platform subscriptions with outsiders. The primary objective is to guide service providers in discouraging this behavior without compromising brand equity or quality. An extended Social Exchange Theory (SET) framework is applied to explore consumers' attitudes, subjective norms, and perceived behavioral control related to account sharing. The findings show that the positive worth of account-sharing behavior has a greater impact on customer attitudes than the negative worth. This research contributes by applying SET to explain consumer account-sharing behavior and reactance to penalizing measures. Service providers can leverage the findings to formulate strategies encouraging consumers to voluntarily avoid non-compliant account sharing. This study is among the first to employ an extended SET framework to explore the psychological determinants of non-compliant account sharing.