Identifying Factors Affecting Behavioral Intent of Potential and Existing N-screen Service Users

Kwon, Bo-Ram; Ryu, Sunghan; Kim, Young‐Gul

doi:10.4218/etrij.15.0114.0585

Cited by 6 publications

(4 citation statements)

References 41 publications

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“…Shin (2013) used a modified TAM to explain user acceptance and diffusion of N-screen, which is a variation of multi-screen. Similarly, in their analysis of N-screen adoption, Kwon et al (2015) utilized a modified TAM with new factors such as perceived quality, innovativeness, loyalty, subjective norm (SN), and value. These factors are consistent with Shin’s study (2010), which used a revised TAM to examine the acceptance and diffusion of mobile virtual network services by integrating various new factors such as access, portability, and availability.…”

Section: Literature Reviewmentioning

confidence: 99%

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Explicating user behavior toward multi-screen adoption and diffusion

Shin

Biocca

2017

Internet Research

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Purpose The purpose of this paper is to analyze user behavior toward multi-screen services by employing neural networks to predict overall customer satisfaction and to prioritize the factors that influence customer intentions. Design/methodology/approach Multi-screen experiences require a new approach incorporating multiple methods. A proposed multi-state analytic approach in which the research model is tested using structural equation modeling was utilized. The results were then used as inputs for a neural network model to predict multi-screen adoption. Findings The findings indicate that multi-screen quality significantly influences usability, which subsequently affects the adoption of the technology. Practical implications The policy and managerial implications of multi-screen development are discussed based on the models of acceptance and diffusion. Social implications The emergence of multi-screen services as well as the simultaneous and sequential engagement of users with multiple devices throughout the day challenges the ability of marketers to develop effective communication strategies. Originality/value This study provides an in-depth analysis and heuristic data regarding user drivers, market dynamics, and policy implications in the one-source multi-use ecosystem.

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Section: Literature Reviewmentioning

confidence: 99%

“…Multi-screen services have become popular as a result of the rapid increase in the number of people who own multiple smart gadgets. This increase has motivated telecommunication companies (telcos) to introduce services that enable data sharing on various platforms (Kwon et al , 2015).…”

Section: Introductionmentioning

confidence: 99%

Explicating user behavior toward multi-screen adoption and diffusion

Shin

Biocca

2017

Internet Research

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“…Inspired by the concept of a TV set-top box, an OTT service was commonly regarded as the distribution of online premium video content over Internet Protocol (IP) across a public network (Kim et al, 2017). The literature on OTT services consistently emphasized the bypass of multiplesystem operators such as satellite, broadcast and cable television platforms via broadband connections (Kwon and Lee, 2015). Park (2017) observed that growth trends and business initiatives of OTT services varied significantly amongst nations.…”

Section: Over-the-top Services and Freemium Modelmentioning

confidence: 99%

Study of spirituality and well-being over-the-top services through the lens of stimulus-organism-response framework: a moderated-mediation analysis

Sabat,

Bhattacharyya

2023

IJOES

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Purpose The purpose of this study was to empirically investigate the role of e-service quality factors in predicting e-satisfaction. The study context was spirituality and well-being over-the-top services. The e-service quality factors consisted of perceived functional completeness, perceived performance, perceived quality of interface and interaction, perceived quality of content and information and perceived quality of customer support. The study goal was to ascertain over-the-top services customers’ behavioral intention toward upgrading to premium subscription and the spread of electronic word of mouth. Design/methodology/approach This study was based upon the integrated stimulus-organism-response framework where e-service quality represented the stimulus, e-satisfaction the organism, behavioral intention and electronic word of mouth as the response. The study used a moderated-mediation approach with e-satisfaction as the mediator and the price value of a premium subscription as the moderator. To empirically test the model, the authors collected data from 312 spirituality and well-being over-the-top services users in India. Partial least squares-structured equation modeling was used to analyze the collected data. Findings The findings of the study supported the association between e-service quality factors and e-satisfaction while using spirituality and well-being over-the-top service. The results furthermore indicated that satisfied spirituality and well-being over-the-top customers were willing to upgrade to the premium subscription and spread favorable electronic word of mouth. The moderated-mediation study results revealed that the price value of premium subscriptions moderated the relationship between e-service quality and e-satisfaction but did not moderate the relationship between e-satisfaction and behavioral intention, and e-satisfaction and electronic word of mouth. Research limitations/implications This study offered a comprehensive stimulus-organism-response theoretical model by using the five e-service quality measurement factors as “stimuli” for motivating the internal state of spirituality and well-being over-the-top subscribers. This was toward sustained usage in over-the-top services subsequent to the end of the freemium period. Furthermore, in this study, both e-service quality theory and user satisfaction theory were integrated into the stimulus-organism-response model. This helped to better comprehend the impact of e-service quality factors in driving e-satisfaction among spirituality and well-being over-the-top service users. Practical implications This study revealed the significance of differentiating premium over-the-top subscriptions based on price value. To ensure a high level of e-satisfaction from a premium subscription, a greater emphasis on the e-service quality dimensions was required. This study provided insights to managers regarding the role of favorable electronic word of mouth in fostering effective customer acquisition. Originality/value This was one of the first studies which concurrently integrated perceived value of the premium subscription and e-satisfaction with customers’ behavioral intention and electronic word of mouth through the theoretical lens of stimulus-organism-response.

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“…In [21], the authors provided the implementation details of mobile DTV broadcasting for N-Screen smart devices on top of iOS and Android OS platforms. Kwon et al [22] identified the different factors such as service quality, ease of use, and price fairness that affect the behavioral intent of using existing N-Screen service. A scalable framework is proposed in [23] to provide web-based N-Screen user interface management for different screen layouts.…”

Section: Background and Related Workmentioning

confidence: 99%

QoS and QoE Aware N-Screen Multicast Service

Sarwar¹,

Ullah²,

Lee

2016

Journal of Sensors

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The paper focuses on ensuring the quality-of-service (QoS) and quality-of-experience (QoE) requirements of users having heterogeneous devices in a multicast session. QoS parameters such as bit rate, delays, and packet losses are good indicators for optimizing network services but fall short in characterizing user perception (QoE). In N-Screen service, the users have different devices with heterogeneous attributes like screen size, resolution, and access network interface, and the users have different QoE on N-Screen devices with the same QoS parameters. We formulate the objective function of the N-Screen multicast grouping to ensure the minimum user’s QoE with smaller bandwidth requirement. We propose a dynamic user reassignment scheme to maintain and satisfy the QoE by adapting the user’s membership to the varying network conditions. The proposed schemes combine the available bandwidth and multimedia visual quality to ensure the QoS and QoE. In the network architecture, we introduce the functions of the QoS and QoE aware multicast group management and the estimation schemes for the QoS and QoE parameters. The simulation results show that the proposed multicast service ensures the network QoS and guarantees the QoE of users in the varying network conditions.

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Identifying Factors Affecting Behavioral Intent of Potential and Existing N-screen Service Users

Cited by 6 publications

References 41 publications

Explicating user behavior toward multi-screen adoption and diffusion

Explicating user behavior toward multi-screen adoption and diffusion

Study of spirituality and well-being over-the-top services through the lens of stimulus-organism-response framework: a moderated-mediation analysis

QoS and QoE Aware N-Screen Multicast Service

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