Brand experience in relation to the intention to continue with the service within audiovisual streaming platforms

Altamirano A.C.; Chang D.R.; Andía M.M. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2023)

Resumen

Currently, streaming audiovisual services present diverse commercial opportunities, however there are still few studies that have explored the intention of users to continue using these services. The objective of this research is to test how the experience offered by the content of streaming brands influences consumer engagement in relation to the intention to continue using these platforms. In order to test the hypotheses, partial least squares (PLS) structural equation modeling (SEM) to a sample of 377 people. The results proved that consumer experience has a positive effect on engagement and the latter, on the intention to continue using the streaming service. The contribution of the present research is to help better understand the continuity of continuing to use these paid services in a competitive environment.

Instituciones: Universidad Peruana de Ciencias Aplicadas