Lowering the pirate flag: a TPB study of the factors influencing the intention to pay for movie streaming services

Abstract

This is the accepted version of the paper. This version of the publication may differ from the final published version. Permanent repository link: https://openaccess.city.ac.uk/id/eprint/22183/ Link to published version: http://dx.

Sustainable Moviegoer Intention to Attend Cinemas Based on the Theory of Planned Behavior

“…It can be interpreted that these audiences' intentions to watch Mexican movies were not affected by comments from friends or family. This differs from [42,45,94], who determined that subjective norms exert a positive effect on purchase intention.…”

“…According to Ajzen (2011) [43], adding new variables to the theory of planned behavior model should improve the prediction of intention and behavior, as there is a gap between intention-behavior, and the model by itself is not capable of predicting behaviors that are not driven by intentions such as habits and impulsive purchases [44]. For this reason, several studies have tried to improve the predictive power of the model by adding new variables [32,36,42,43,45].…”

Turning Pirates into Subscribers: A Status Quo Bias Perspective on Online Movie Service Switching Intention

“…There are several other studies that have examined subscription-based streaming services [14][15][16][17][18][19][20]36]. Previous research can be divided into three main topics: Intention to use, willingness to pay, and the effect of subscription-based streaming service applications on movie piracy applications.…”

“…In the second stream of research, there are existing studies that explore the factors influencing the willingness to pay or subscribe to online movie streaming applications [16][17][18][19]. Studies in this stream of research typically employed wellestablished theories such as the theory of reasoned action (TRA), the theory of planned behavior (TPB), and theory acceptance model (TAM).…”

“…According to related studies that use the TAM, there are several factors that influence the intention to subscribe to online movie streaming applications, namely content richness, perceived usefulness, perceived ease of use, free alternatives, and perceived price [17,20]. In addition, according to studies that use the TRA and the TPB, the factors that influence intention to subscribe are attitude, involvement, morals, and frequency of application use [18]. Furthermore, aside from using these well-established theories, one study examines willingness to pay for online movie streaming applications through the lens of their competitive features such as recommendation system, resolution, and viewing options [16].…”