| Abstract [eng] |
65 pages, 14 charts, 7 figures, 64 references. The main purpose of this the master thesis is to identify determinants of subscription-video-on-demand (SVOD) platforms that drive biggest user perceived value and assess the relationship between them. The master thesis consists of three parts: the literature analysis, empirical research and its results, conclusions and recommendations. Literature analysis presents typology of streaming services and different video on demand business models. Furthermore, it systemizes different authors perspectives on fundamental SVOD determinants: convenience, content diversity, original content, personalization, reliability, pricing strategy, social media marketing, and technological advancements and introduces theoretical concept of perceived value. The theoretical part is finished with the connections between the mentioned phenomena, the results of previous empirical research and the discussions of academics. Following the literature analysis, empirical research was conducted to assess the relationship between selected SVOD determinants and user perceived value. Additionally, moderator effect of user age on relationship were analysed. A quantitative study was conducted in which 207 SVOD users participated. The results of the research were statistically processed with the SPSS programme and PROCESS macro by A. Hayes. Cronbach’s Alpha coefficient was used to determine the alignment of the Likert scales of the construct. It was higher than 0,7 which indicates that the scales used were consistent. Spearman correlation was applied in order to establish a correlation between SVOD determinants and user perceived value. The research found that five out of eight determinants positively impact user perceived value: convenience, content diversity, original content, reliability, and technological advancements. Personalization, pricing strategy and social media marketing did not have statistically significant effect. Furthermore, it was found that user age does not act as a moderator and does not influence the relationship between SVOD determinants and user perceived value. Due to its scientific novelty and limited research on the impact of SVOD determinants on user perceived value, this phenomenon should be explored further in academic research, with a focusing on a more in-depth analysis of each determinant. SVOD platforms should prioritize improvements of determinants that have a strong positive impact on user perceived value when developing this business model. |
