Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(1), P. 9 - 9
Published: Jan. 10, 2025
Subscription video-on-demand (SVOD) platforms face high churn rates and substantial revenue losses from SVOD content piracy, all of which limit their ability to invest in acquiring/creating compelling enough win retain subscribers. Based on social exchange theory, this study argues that can improve relationships with users by offering tiered discounts for advertising/loyalty promoting anti-piracy messages a prosocial (threatening) approach emphasizes harm filmmakers (punishment pirates). We hypothesize these incentives enhance subscription intention when the incentive specifications (advertising levels, loyalty message approach, credibility) match public’s heterogeneous dispositions attitude, justice sensitivity, fear punishment). In survey subscribe hypothetical new platform, we confirmed hypothesized interactions advertising-based discounts, loyalty-based messages, but did not find support threatening messages. Further exploration showed evaluation platform was much more influential than any other had remarkable capacity intention. This study’s findings may help shape are satisfying ultimately profitable platforms.
Language: Английский