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


The impact of binge-watching behavior on OTT subscriptions
(A2024-119473)

Published: May 28, 2024

AUTHORS

Hui-Yi Lo, National Chung Hsing University (NCHU); Yun-Zhen Huang, National Chung Hsing University (NCHU)

ABSTRACT

Binge-watching has been identified as a crucial factor that influences consumers' continued use of OTT platforms. This study aims to examine the sequential impact of binge-watching on subscription and continuous intentions on OTT platforms through the ABC Model of Attitudes. An online survey tested our research model and collected a total of 421 valid samples. Hayes’ Process model 80, 82 and 6 were applied to demonstrate our theoretical models. The results suggest that functional value, emotional value and subscription intention, as well as conditional value, content diversity and subscription intention, have a significant continuous mediating effect on the relationship between binge-watching and continuous intention. In terms of marketing implications, OTT platforms can offer basic packages to meet the needs of general consumers and provide VIP packages for consumers with higher service quality demands.