University of Twente Student Theses


Exploring factors of movie selection behavior of Dutch SVOD consumers

Heijden, Carlijn van der (2023) Exploring factors of movie selection behavior of Dutch SVOD consumers.

[img] PDF
Abstract:Purpose – Subscription video-on-demand (SVOD) platforms allow users to choose from a continuously growing amount of content. With this greater degree of choice available to consumers in mind, this study investigated to what extent the perceived amount of available content, quality signals, and social impact can predict choice-efficacy through motivation of Dutch SVOD consumers. This explorative research expands the movie selection behavior literature, and broadens the social cognitive theory. Within this study, the term choice-efficacy refers to peoples’ beliefs about their ability to exert control over decisions they make regarding picking a movie to watch on SVOD platforms. This quality of decision-making is based on one of the main aspects of the social cognitive theory. Method – This explorative study is one of the first to examine the entire decision-making pathway people go through when they are planning to watch a movie on SVOD platforms, taking all these different factors into account. Moreover, how these various factors predict choice-efficacy is something that has not been researched before. Because this is a explorative study on a relatively new phenomenon, proprietary scales were developed by means of a scale development approach, with the study focusing on scale sharpening rather than scale association. A cross-sectional survey was conducted (N = 242) in order to investigate the research questions. In order to test the hypotheses, correlation tests, simple and hierarchical regression analysis, and multiple mediation testing were used. Findings – This research found that the perceived amount of available content, quality signals, and social impact predict agency and frustration to watch movies on SVOD platforms, through two mediating variables: perceived enjoyment and social influence. No mediating effect of presenting oneself was found. Agreeableness is the strongest predictor of people’s agency towards picking a movie, whereas feeling overwhelmed by the amount of content is the strongest predictor of people’s frustration towards picking a movie. Research limitations – The survey made use of proprietary scales which have not been used in earlier studies. Their validity and reliability has not been proven, which is seen as a limitation of this study. Practical implication – This study encourages platforms to make sure to not overwhelm people by their selection of content. Besides, the current recommender system maybe does not work for everyone. The actual design of those platforms doesn't seem to matter.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general
Programme:Communication Studies MSc (60713)
Link to this item:
Export this item as:BibTeX
HTML Citation
Reference Manager


Repository Staff Only: item control page