The Factors Influencing Continuance Usage of a Subscription Video-on-Demand Service

Student: Tatiana Krasheninnikova

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 9

Year of Graduation: 2024

The purpose of this study was to identify the factors that most influence consumers when deciding whether to renew an online movie theater subscription. The problem was that there was no consensus on whether consumers consider losses when it comes time to renew their subscription or whether they are most influenced by the benefits that online movie theaters provide. Based on the literature review, a theoretical model was formed and used for further analysis. The empirical part revealed how online movie theaters commiserate with current subscribers. Further, interviews were conducted to identify the factors that influence the formation of loyalty to online movie theaters. The identified factors were used to build regression models to assess their impact on perceived value and renewal intentions.

Full text (added May 21, 2024)

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