A Verification of Consumer Behavior Models for Subscription-Based Content Delivery Services: Analysis of Consumer Behavior in SVOD

DOI
  • Kanda Masashi
    Graduate School of Social and Cultural Sciences, Okayama University

Bibliographic Information

Other Title
  • サブスクリプション型コンテンツ配信サービスにおける消費者行動モデルの検討―定額制動画配信サービスにおける消費者行動の分析から―

Abstract

<p>Research has been conducted on the analysis of consumer behavior in subscription-based content distribution services, especially in the rapidly expanding subscription video on demand (SVOD) services, based on consumer behavior models such as the theory of planned behavior. However, it is limited to the estimation of consumers’ future behavioral intentions at the time of the survey. Therefore, this study attempts to analysis the decision-making process of consumers by means of a covariance structure analysis, using single-source data that includes not only behavioral intentions but also actual behavior as measured data. Based on the observed data of actual behavioral change, behavioral intention and behavior are made into factor variables, and the effectiveness of the application of the consumer behavior model based on the Theory of Planned Behavior to marketing is examined.</p>

Journal

Keywords

Details 詳細情報について

  • CRID
    1390016803396546048
  • DOI
    10.11287/jmda.23.42
  • ISSN
    18824544
    18834930
  • Text Lang
    ja
  • Data Source
    • JaLC
  • Abstract License Flag
    Disallowed

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