Title Influence of electronic word-of-mouth (ewom) information on dissatisfied consumer's intention of continuance to use video streaming services /
Translation of Title Elektroninės iš lūpų į lūpas (eWoM) informacijos įtaka nepatenkinto vartotojo ketinimui toliau naudotis vaizdo transliavimo paslaugomis.
Authors Turegano Sanchez, Luis Alejandro
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Pages 92
Keywords [eng] eWoM, dissatisfaction, continuance of use, consumer behavior, usefulness, credibility,quality, adoption, attitude, ECT, IAM.
Abstract [eng] 92 pages, 16 tables, 8 figures, 85 references. The main purpose of this master paper is to determine how and which different factors of eWoM information impact the intention to continue using a subscription of a streaming platform when consumers are dissatisfied. The master consists of three main parts; the analysis of literature, the research and its results, a conclusion and recommendations. Literature analysis reviews important factors of eWoM information and the characteristics of the construction of messages. Also, it analyses theory of consumer dissatisfaction as well as consumer behavior and continuance of use intention. Theories like Expectation Confirmation Theory are examined as well as Information Adoption Model and Elaboration Likelihood Model. Following the literature analysis, research was carried out into the factors affecting continuance of use intention on subscribers to video streaming platforms who are dissatisfied at a certain level. A questionnaire was implemented to 303 respondents. The main purpose of this was to identify dissatisfied consumers and assess the hypotheses of the investigation. The results of the outcomes of the investigation were statistically processed with SPSS software. Cronbach’s Alpha coefficient was used to determine the alignment of the Likert scales and indicate that the scales used were consistent. These study unveiled that consumers that are highly dissatisfied portray a high consideration to stop paying for their subscription services. Nevertheless, eWoM information demonstrated to be effective enough to modify this planned behavior. The conclusions and recommendations gather the main concepts of literature analysis as well as the results of the investigation. The author is convinced that the outcomes of this study could be useful for guiding marketing efforts to develop new and more effective strategies towards maintaining subscriptions to video streaming services.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2024