This study, based on the means-end chain theory, examines the perceptions and preferences of binge-watchers towards over-the-top video streaming services. A preliminary qualitative survey was conducted with 32 interviewees to develop the questionnaire items for data collection during both the pre-COVID-19 and COVID-19 pandemic periods. A total of 431 and 376 valid samples were used to construct the hierarchical value maps for the pre-COVID-19 period and the COVID-19 pandemic period, respectively. Compared to the hierarchical value map from the pre-COVID-19 period, this study found that binge-watchers' preferences have shifted from concrete attributes to abstract attributes during the COVID-19 pandemic period. This shift in preference may be attributed to the frequency and duration of binge-watching. Furthermore, this study utilized cluster analysis to categorize respondents into groups based on their level of attachment, constraint, and addiction. The study then constructed hierarchical value maps for different combinations of these three groups. The comparison of the hierarchical value maps for binge-watchers with high attachment, constraints, and addiction groups between both pre-COVID-19 periods and the COVID-19 pandemic period reveals differences in the importance and structures of attribute-consequence-value linkages. The findings of this study provide academia and practitioners with insightful information to develop effective strategies for product design, promotion, and customer retention.

Authors:
Chin-Feng Lin, National Pingtung University, Taiwan

About the Presenter(s)
Professor Chin-Feng Lin is a University Professor/Principal Lecturer at National Pingtung University in Taiwan

See this presentation on the full schedule – Saturday Schedule

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