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On the way to understanding binge watching behavior: the over-estimated role of involvement

Author

Listed:
  • Jani Merikivi

    (Central China Normal University
    Aalto University, School of Business)

  • Antti Salovaara

    (Aalto University, School of Business)

  • Matti Mäntymäki

    (Aalto University, School of Business)

  • Lilong Zhang

    (Central China Normal University)

Abstract

Watching television shows using online television streaming services, such as Netflix, Hulu, and Youku, has mushroomed in the recent years. Along with these services, binge watching, defined as an act of consuming more than one episode of a television show in quick succession, has become a widespread behavior. Yet, it has received very little attention from academics. This study conceptualizes binge watching and examines its effect on satisfaction. We present binge watching as a two-dimensional system usage concept, including behavioral and cognitive involvement components. Using these components, we then study their impact on user satisfaction. We test our explorative approach with a sample of 227 respondents using Partial Least Squares modeling. The results support heterogeneous view of online television streaming service use. That is, involvement with binge watching is over-estimated and does not define user satisfaction. Our study contributes to online consumer behavior research as well as the information systems literature by investigating binge watching as a distinct form of technology use.

Suggested Citation

  • Jani Merikivi & Antti Salovaara & Matti Mäntymäki & Lilong Zhang, 2018. "On the way to understanding binge watching behavior: the over-estimated role of involvement," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(1), pages 111-122, February.
    • Handle: RePEc:spr:elmark:v:28:y:2018:i:1:d:10.1007_s12525-017-0271-4
    DOI: 10.1007/s12525-017-0271-4
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    References listed on IDEAS

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    Cited by:

    1. Thomas Hess & Ioanna Constantiou, 2018. "Introduction to the special issue on “Digitalization and the Media Industry”," Electronic Markets, Springer;IIM University of St. Gallen, vol. 28(1), pages 77-78, February.
    2. Zainab Alimoradi & Elahe Jafari & Marc N. Potenza & Chung-Ying Lin & Chien-Yi Wu & Amir H. Pakpour, 2022. "Binge-Watching and Mental Health Problems: A Systematic Review and Meta-Analysis," IJERPH, MDPI, vol. 19(15), pages 1-24, August.
    3. Zofia Saternus & Patrick Weber & Oliver Hinz, 2022. "The effects of advertisement disclosure on heavy and light Instagram users," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1351-1372, September.
    4. Gänßle, Sophia & Kunz-Kaltenhaeuser, Philipp, 2020. "What drives binge-watching? An economic theory and analysis of impact factors," Ilmenau Economics Discussion Papers 138, Ilmenau University of Technology, Institute of Economics.

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    More about this item

    Keywords

    Binge watching; online television service; satisfaction; system usage; involvement;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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