To resist or to purchase: The causal mechanism of binge-watching and program purchase

Lianlian Song, Qiuxiang Zhang, Baixue Hu and Jian Mou

Journal of Retailing and Consumer Services, 2022, vol. 68, issue C

Abstract: Binge-watching via video websites has become a popular viewing behavior. Managers of such sites have attempted to launch related business strategies but have thus far failed. Theoretical guidance on the causal mechanisms that drive binge-watching behavior and effective business strategies is very limited. This study aims to fill this gap by constructing a psychological reaction model to explain how binge-watching behavior motivates consumers to purchase subsequent episodes of a program. We employ psychological reactance theory to model the psychological reaction process when binge-watching is stopped by a payment requirement. Based on a survey and two experimental studies, we confirm the causal relationship between binge-watching and program purchase, which provides an alternative understanding of binge-watching that conflicts with a previous finding whereby binge-watching behavior reduces paid subscriptions. We also confirm the significant difference in response to a payment requirement between binge- and non-binge-watching, and verify the boundary condition that distinguishes binge- and non-binge-watching behavior.

Keywords: Binge watching; Psychological reactance; Freedom threat; Program episode purchase (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:68:y:2022:i:c:s096969892200114x

DOI: 10.1016/j.jretconser.2022.103021

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