Description
Choosing a video streaming service to subscribe to involves a complex decision-making process consisting of multifaceted factors that consumers must carefully consider. This dissertation identifies and examines the factors influencing consumers’ decisions by reviewing research from diverse fields such as

Choosing a video streaming service to subscribe to involves a complex decision-making process consisting of multifaceted factors that consumers must carefully consider. This dissertation identifies and examines the factors influencing consumers’ decisions by reviewing research from diverse fields such as human factors, psychology, economics, and human-computer interaction. The identified factors shaping consumers’ choices, in order of importance, are advertisements, social value, price, content, and content discovery methods. Additionally, this study assesses consumers’ willingness to pay for each factor and examines whether their perceived explanation of their choice of platform aligns with the behavior in the choice experiments. Opportunities for future research are discussed including, the potential for developing an algorithm to determine one’s likelihood of subscribing to a streaming platform based on the choice heuristics outlined in this study.
Reuse Permissions
  • Downloads
    PDF (23.8 MB)

    Details

    Title
    • Human Factors Affecting Video Streaming Service Selection
    Contributors
    Date Created
    2024
    Resource Type
  • Text
  • Collections this item is in
    Note
    • Partial requirement for: Ph.D., Arizona State University, 2024
    • Field of study: Human Systems Engineering

    Machine-readable links