Factores que afectan la intención de compra de las plataformas de transmisión directa
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https://doi.org/10.36097/rsan.v1i60.3235Palabras clave:
plataformas de transmisión directa, Netflix, intención de compra, creación de contenido, precio, marca de celebridadResumen
Si bien la convergencia de las industrias es evidente en muchos campos, la transmisión en línea es un fenómeno para investigar. Por lo tanto, este estudio investiga los factores que afectan el comportamiento de compra del consumidor para las suscripciones a plataformas de transmisión directa (OTT). Se sigue un estudio cuantitativo con un diseño de sección transversal, mientras que el análisis factorial para la confiabilidad y el modelo de ecuaciones estructurales de mínimos cuadrados parciales se han aplicado para probar hipótesis. Los resultados muestran el impacto positivo de las películas/programas de celebridades, la proporción de nuevos lanzamientos y el efecto positivo moderado del precio en la intención de compra del consumidor, mientras que la calidad del contenido actúa como un moderador positivo. El estudio con variables como la marca de la celebridad, el precio y los nuevos lanzamientos en el contexto de las plataformas OTT en la investigación académica es una práctica poco común. En la práctica, los resultados pueden beneficiar a las plataformas OTT para mejorar la experiencia del usuario y comprender la demanda de los clientes. Abre aún más horizontes para que los profesionales alineen la investigación académica con la industria del streaming OTT. Las regiones de muestra abarcan grupos demográficos en los que el OTT aún es poco común para la mayoría. Además, las plataformas OTT pueden ofrecer una amplia gama de factores que carecen de la existencia de variables estadísticas para ser incorporadas a la investigación académica.
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Derechos de autor 2024 Syed Ali Abbas, Nabeel Rehman
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
