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Streaming apps: What consumers value

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  • Oyedele, Adesegun
  • Simpson, Penny M.

Abstract

Streaming apps are increasingly mainstream but little research exists about how users value them. This study fills that research gap by examining effects of perceived consumption values and self-identity related to streaming apps on likelihood of recommending and using streaming apps. All consumption values as well as identity salience were found to have effects on recommendation likelihood. The findings suggest that managers of streaming apps should provide consumers with a clear message about how their streaming apps provide differing consumption values to customers and find ways to ensure their streaming apps are salient to the self-identity of their customers.

Suggested Citation

  • Oyedele, Adesegun & Simpson, Penny M., 2018. "Streaming apps: What consumers value," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 296-304.
    • Handle: RePEc:eee:joreco:v:41:y:2018:i:c:p:296-304
    DOI: 10.1016/j.jretconser.2017.04.006
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    References listed on IDEAS

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    5. Vishal Kulshrestha & Kokil Jain & Isha Sharma, 2021. "An Empirical Investigation of Factors Determining Actual Usage of Entertainment Streaming Apps in India," International Journal of Business Intelligence Research (IJBIR), IGI Global, vol. 12(2), pages 1-22, July.
    6. Liu, Peng & Ma, Yanjiao & Zuo, Yaqing, 2019. "Self-driving vehicles: Are people willing to trade risks for environmental benefits?," Transportation Research Part A: Policy and Practice, Elsevier, vol. 125(C), pages 139-149.
    7. Thomas Clauss & Peter Harengel & Marianne Hock, 2019. "The perception of value of platform-based business models in the sharing economy: determining the drivers of user loyalty," Review of Managerial Science, Springer, vol. 13(3), pages 605-634, June.
    8. Tu, Rungting & Hsieh, Peishan & Feng, Wenting, 2019. "Walking for fun or for “likes”? The impacts of different gamification orientations of fitness apps on consumers’ physical activities," Sport Management Review, Elsevier, vol. 22(5), pages 682-693.

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