IDEAS home Printed from https://ideas.repec.org/a/bjw/econen/v13y2023i2p54-68.html
   My bibliography  Save this article

Exploring customers’ values from subscribing to a streaming service - The case of Netflix

Author

Listed:
  • Le Thi Thanh Xuan

    (Ho Chi Minh City University of Technology, Ho Chi Minh City Vietnam National University, Ho Chi Minh City, Vietnam)

  • Pham Do Quang Trung

    (Ho Chi Minh City University of Technology, Ho Chi Minh City Vietnam National University, Ho Chi Minh City)

Abstract

Streaming services (music, movies) via the Internet has changed the entertainment habits of Vietnamese significantly and has a huge potential to develop. The penetration rate of video streaming services was 5.2% and it has been rising to reach roughly 7.4% by 2025. The competition in this service is also increasing with the participation of many domestic and international competitors, such as iFlix, Apple TV, FPT Play, and Zing TV. The purpose of this study is to explore the values of users when subscribing to one streaming service. The research context employs Netflix service provider to collect data with the following objectives: (1) to identify attributes of Netflix from the perceptions of users; (2) to identify the links between these attributes and personal values of users through consequences; and (3) to propose managerial implications for streaming service providers to attract more subscribers. The paper employs soft-laddering interviews to collect data from 24 respondents and is based on means-end chain theory. The research findings have explored 17 Attributes (A), 29 Consequences (C), and 08 Values (V). The extended association pattern technique APT is used to analyze data and Hierarchical Value Map (HVM) is constructed to show all A-C-V linkages. Finally, managerial implications are proposed to service providers to improve their services.

Suggested Citation

  • Le Thi Thanh Xuan & Pham Do Quang Trung, 2023. "Exploring customers’ values from subscribing to a streaming service - The case of Netflix," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 13(2), pages 54-68.
    • Handle: RePEc:bjw:econen:v:13:y:2023:i:2:p:54-68
    DOI: 10.46223/HCMCOUJS.econ.en.13.2.2397.2023
    as

    Download full text from publisher

    File URL: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2397/1949
    Download Restriction: no
    File URL: https://libkey.io/10.46223/HCMCOUJS.econ.en.13.2.2397.2023?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Lee, Seunghyun & Ha, Sejin & Widdows, Richard, 2011. "Consumer responses to high-technology products: Product attributes, cognition, and emotions," Journal of Business Research, Elsevier, vol. 64(11), pages 1195-1200.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bartikowski, Boris & Gierl, Heribert & Richard, Marie-Odile, 2020. "Effects of ‘feeling right’ about website cultural congruency on regular and mobile websites," Journal of Business Research, Elsevier, vol. 121(C), pages 420-428.
    2. Tiwari, Amit Anand & Chakraborty, Anirban & Maity, Moutusy, 2021. "Technology product coolness and its implication for brand love," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    3. Ruan, Yanya & Mezei, József, 2022. "When do AI chatbots lead to higher customer satisfaction than human frontline employees in online shopping assistance? Considering product attribute type," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Hsu, Sheila Hsuan-Yu & Tsou, Hung-Tai & Chen, Ja-Shen, 2021. "“Yes, we do. Why not use augmented reality?†customer responses to experiential presentations of AR-based applications," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    5. Pino, Giovanni & Amatulli, Cesare & Nataraajan, Rajan & De Angelis, Matteo & Peluso, Alessandro M. & Guido, Gianluigi, 2020. "Product touch in the real and digital world: How do consumers react?," Journal of Business Research, Elsevier, vol. 112(C), pages 492-501.
    6. Su, Lujun & Swanson, Scott R., 2017. "The effect of destination social responsibility on tourist environmentally responsible behavior: Compared analysis of first-time and repeat tourists," Tourism Management, Elsevier, vol. 60(C), pages 308-321.
    7. Yeh, Ching-Hsuan & Wang, Yi-Shun & Yieh, Kaili, 2016. "Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives," International Journal of Information Management, Elsevier, vol. 36(3), pages 245-257.
    8. Rokonuzzaman, Md & Kim, Kyoungmi (Kate) & Dugar, Kranti Kumar & Fox, Jennine, 2022. "What makes an object smart? Conceptualization, development, and validation of a scale to measure the Smartness of a Thing (SoT)," Journal of Business Research, Elsevier, vol. 141(C), pages 337-354.
    9. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    10. Mohamed Daassi & Sana Debbabi, 2021. "Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism," Post-Print hal-03372420, HAL.
    11. Ting Sun & Tai Huang, 2022. "Research of Glamping Tourism Based on the Aesthetics of Atmosphere," Sustainability, MDPI, vol. 15(1), pages 1-15, December.
    12. Wu, Chih-Wen, 2015. "Facebook users' intentions in risk communication and food-safety issues," Journal of Business Research, Elsevier, vol. 68(11), pages 2242-2247.
    13. Ferreira, Jorge Brantes & da Rocha, Angela & da Silva, Jorge Ferreira, 2014. "Impacts of technology readiness on emotions and cognition in Brazil," Journal of Business Research, Elsevier, vol. 67(5), pages 865-873.
    14. Gilal, Faheem Gul & Gilal, Naeem Gul & Shahid, Shadma & Gilal, Rukhsana Gul & Shah, Syed Mir Muhammad, 2022. "The role of product design in shaping masstige brand passion: A masstige theory perspective," Journal of Business Research, Elsevier, vol. 152(C), pages 487-504.
    15. Rohit Aggarwal & Michael J. Lee & Vishal Midha, 2023. "Differential Impact of Content in Online Communication on Heterogeneous Candidates: A Field Study in Technical Recruitment," Information Systems Research, INFORMS, vol. 34(2), pages 609-628, June.
    16. Su, Lujun & Hsu, Maxwell K. & Boostrom, Robert E., 2020. "From recreation to responsibility: Increasing environmentally responsible behavior in tourism," Journal of Business Research, Elsevier, vol. 109(C), pages 557-573.
    17. Giese, Joan L. & Malkewitz, Keven & Orth, Ulrich R. & Henderson, Pamela W., 2014. "Advancing the aesthetic middle principle: Trade-offs in design attractiveness and strength," Journal of Business Research, Elsevier, vol. 67(6), pages 1154-1161.
    18. Apostolidis, Chrysostomos & Devine, Anthony & Jabbar, Abdul, 2022. "From chalk to clicks – The impact of (rapid) technology adoption on employee emotions in the higher education sector," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    19. Scarpi, Daniele & Pizzi, Gabriele & Raggiotto, Francesco, 2019. "The extraordinary attraction of being ordinary: A moderated mediation model of purchase for prototypical products," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 267-278.
    20. Jane E. Workman & Seung-Hee Lee & Kwangho Jung, 2019. "Trendsetting, Cultural Awareness, Cultural Receptivity, and Future Orientation among the Young Generation of Chinese College Students: Trendsetters Critically Matter," Sustainability, MDPI, vol. 11(20), pages 1-17, October.

    More about this item

    Keywords

    laddering interview; means-end chain; Netflix; streaming service; Vietnam;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjw:econen:v:13:y:2023:i:2:p:54-68. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vu Tuan Truong (email available below). General contact details of provider: https://journalofscience.ou.edu.vn/index.php/econ-en .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.