Streaming apps: What consumers value

Adesegun Oyedele and Penny M. Simpson

Journal of Retailing and Consumer Services, 2018, vol. 41, issue C, 296-304

Abstract: Streaming apps are increasingly mainstream but little research exists about how users value them. This study fills that research gap by examining effects of perceived consumption values and self-identity related to streaming apps on likelihood of recommending and using streaming apps. All consumption values as well as identity salience were found to have effects on recommendation likelihood. The findings suggest that managers of streaming apps should provide consumers with a clear message about how their streaming apps provide differing consumption values to customers and find ways to ensure their streaming apps are salient to the self-identity of their customers.

Keywords: Consumption values; Identity salience; Streaming apps; Self service (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:41:y:2018:i:c:p:296-304

DOI: 10.1016/j.jretconser.2017.04.006

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