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To resist or to purchase: The causal mechanism of binge-watching and program purchase

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  • Song, Lianlian
  • Zhang, Qiuxiang
  • Hu, Baixue
  • Mou, Jian

Abstract

Binge-watching via video websites has become a popular viewing behavior. Managers of such sites have attempted to launch related business strategies but have thus far failed. Theoretical guidance on the causal mechanisms that drive binge-watching behavior and effective business strategies is very limited. This study aims to fill this gap by constructing a psychological reaction model to explain how binge-watching behavior motivates consumers to purchase subsequent episodes of a program. We employ psychological reactance theory to model the psychological reaction process when binge-watching is stopped by a payment requirement. Based on a survey and two experimental studies, we confirm the causal relationship between binge-watching and program purchase, which provides an alternative understanding of binge-watching that conflicts with a previous finding whereby binge-watching behavior reduces paid subscriptions. We also confirm the significant difference in response to a payment requirement between binge- and non-binge-watching, and verify the boundary condition that distinguishes binge- and non-binge-watching behavior.

Suggested Citation

  • Song, Lianlian & Zhang, Qiuxiang & Hu, Baixue & Mou, Jian, 2022. "To resist or to purchase: The causal mechanism of binge-watching and program purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    • Handle: RePEc:eee:joreco:v:68:y:2022:i:c:s096969892200114x
    DOI: 10.1016/j.jretconser.2022.103021
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    References listed on IDEAS

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