Just One More Episode : Exploring Consumer Motivations for Adoption of Streaming Services



This study examines the adoption of subscription-based video on demand (SVOD) streaming services among consumers. Primarily, we explore the moderating effect of the two models of streaming services, standalone streaming services and bundled streaming services, on the users’ adoption. We employ the Unified Theory of Acceptance and Use of Technology (UTAUT2) model in this study. We utilize the data collected from 337 Indian respondents and find that all constructs of the UTAUT2 model act as motivators of adoption. Gender, age, and experience of the respondent also play a moderating role in the adoption of streaming services. We also find that providing bundled streaming service positively moderates price-value and hedonic motivation of adoption. The study is perhaps the first of its kind that aims to understand the motivations for adoption of SVOD services, particularly in the Indian context, which has the fastest-growing base of internet users in the world.


Ⅰ. Introduction
Ⅱ. Literature Review
2.1. Subscription Video on Demand
2.2. UTAUT2
Ⅲ. Conceptual Model and Hypothesis Development
3.1. Performance Expectancy
3.2. Effort Expectancy
3.3. Social Influence
3.4. Facilitating Conditions
3.5. Hedonic Motivation
3.6. Habit
3.7. Price Value
3.8. Behavioral Intention
Ⅳ. Methodology
4.1. Sampling and Survey Administration
4.2. Measures
Ⅴ. Analysis, Results, and Discussion
5.1. Confirmatory Factor Analysis (CFA)
5.2. Hypotheses testing
5.3. Moderation Analysis and Discussion of Results
Ⅵ. Implications
6.1. Theoretical Implications
6.2. Managerial Implications
Ⅶ. Limitations and Further Research Directions
Ⅷ. Conclusion


  • Arun T M Ph. D., Marketing and Strategy area, Indian Institute of Management Rohtak Haryana, India
  • Shaili Singh Assistant Professor, Strategic Management, Birla Institute of Technology and Science Pilani, India
  • Sher Jahan Khan Doctoral Student, Management area, University of Kashmir Jammu and Kashmir, India
  • Manzoor Ul Akram Lecturer, Strategy and General Management, O. P. Jindal Global University Sonipat, India
  • Chetna Chauhan Assistant Professor, Quantitative Techniques and Operations Management, FORE School of Management, India


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