City Research Online

Abstract

The launch of several movie streaming services has raised new questions about how online consumers deal with both legal and illegal options to obtain their desired products. This paper investigates the factors influencing consumers’ intentions to subscribe to online movie streaming services. These services have challenged the dramatic growth in their illegal counterpart in recent years. Taking the theory of planned behavior as a starting point, we extended existing models in the literature by incorporating factors that are specific to consumer behavior in this particular field. A quantitative survey was conducted for the Italian market, and structural equation modeling was used for data analysis. Attitudes, involvement with products, moral judgement and frequency of past behavior were found to be the most important factors in explaining the intention to pay for movie streaming services. The paper provides insights for policy makers and industry managers on the marketing communication strategies needed to minimize the risk of digital piracy.

Publication Type:	Article
Additional Information:	This is a post-peer-review, pre-copyedit version of an article published in Electronic Commerce Research. The final authenticated version is available online at: http://dx.doi.org/10.1007/s10660-019-09346-7
Publisher Keywords:	Streaming services, Subscription intention, Movie industry, Digital piracy, Structural equation modeling
Subjects:	H Social Sciences > HE Transportation and Communications H Social Sciences > HM Sociology
Departments:	School of Policy & Global Affairs > Sociology & Criminology
SWORD Depositor:	Symplectic Administrator

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