The Impacts of System and Content Quality on Users’ Perceived Value Stickiness Negative Attitude and Loyalty: Using Netflix and iQIYI as Examples

Abstract

With the emergence of online streaming services consumers can watch videos anytime and anywhere The flexible service attracts many users to choose the OTT platform as a mainly viewing platform In order to gain more paying subscribers streaming platforms have been aggressively buying rights for all kinds of country's content producing original content or offering price promotions The rapid growth of OTT providers makes media and entertainment industry more competitive and dynamic This research takes the system and content quality of online video platform as the antecedents hedonic value as the intermediary stickiness and loyalty as the consequences Besides due to watching too many videos may generate negative attitude our research will also take negative attitude into account The online questionnaire was used for data collection through social networks and forums which randomly selected users of Netflix or iQIYI The valid number of sample was 500 The results of analysis show that the positive effect of content quality is bigger than the positive effect of system quality on hedonic value And hedonic value also has positive effect on users' stickiness and loyalty In addition when higher level of stickiness the more negative emotion they feel The findings of the study provide a better understanding of the OTT industry and also provide valuable insights for OTT providers to attract consumers and maintain competitive advantage

Date of Award	2020
Original language	English
Supervisor	Dung-Chun Tsai (Supervisor)