| Abstract [eng] |
51 pages, 6 tables, 1 picture, 143 references. The main aim of this master’s thesis is to examine the relationships between psychological factors and motivation and the intention to subscribe to digital content platforms, with self-esteem and fear of missing out acting as moderating variables. The thesis consists of three parts: a theoretical literature analysis, research methodology, and the analysis of empirical research results, followed by conclusions and recommendations. The theoretical part of the thesis presents a narrative review of scientific literature covering Self-Determination Theory (SDT), basic psychological needs (autonomy, competence, and relatedness), motivation quality, fear of missing out, self-esteem, and the characteristics of digital content subscription. Based on the literature analysis, a theoretical research model was developed and hypotheses were formulated, predicting the effects of psychological factors on the intention to subscribe through motivation quality, considering the moderating role of self-esteem and fear of missing out. The empirical study was conducted using a quantitative survey method. Data were collected through a structured online questionnaire and analyzed using IBM SPSS statistical software. The analysis included descriptive statistics, scale reliability assessment, correlation analysis, regression analysis, and moderation analysis. The results of the study revealed that the satisfaction of psychological needs and motivation quality are significantly related to the intention to subscribe to digital content platforms. In addition, self-esteem and fear of missing out were found to significantly moderate the strength of these relationships. The conclusions and recommendations of this thesis may be useful for digital content platform developers and marketing professionals seeking to better understand user motivation and subscription decision-making. |
