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Motivating Subscription of Video-on-Demand in Mainland China: A Push-Pull-Mooring Perspective

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HCI International 2022 – Late Breaking Posters (HCII 2022)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1654))

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  • 2 Citations

Abstract

Majority of Chinese video websites failed to make profit from subscription of Video-on-Demand, partially due to the fact that Chinese audiences either easily find alternative free videos elsewhere, or switch to a competing video website with minimal effort. The inability to retain existing subscribers would gravely imperil the survival of video websites. Therefore, it is critical to understand why audiences subscribe the Video-on-Demand in order to maintain the sustainability of Chinese video websites. In light of the push-pull-mooring theory, we develop a research model to investigate the determinants of audiences’ subscription behavior. We conducted an online survey to collect data. SmartPLS 3.33 was adopted to analyze data. Results indicating that: (1) subscribe intention positively affect subscription behavior; (2) push factors and pull factors have positive impacts on subscribe intention; (3) mooring factors: fans enthusiasm positively influence subscribe intention, while price cost negatively affect intention. Potential contributions and limitations are discussed.

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') var buybox = document.querySelector("[data-id=id_"+ timestamp +"]").parentNode var buyingOptions = buybox.querySelectorAll(".buying-option") ;[].slice.call(buyingOptions).forEach(initCollapsibles) var buyboxMaxSingleColumnWidth = 480 function initCollapsibles(subscription, index) { var toggle = subscription.querySelector(".buying-option-price") subscription.classList.remove("expanded") var form = subscription.querySelector(".buying-option-form") var priceInfo = subscription.querySelector(".price-info") var buyingOption = toggle.parentElement if (toggle && form && priceInfo) { toggle.setAttribute("role", "button") toggle.setAttribute("tabindex", "0") toggle.addEventListener("click", function (event) { var expandedBuyingOptions = buybox.querySelectorAll(".buying-option.expanded") var buyboxWidth = buybox.offsetWidth ;[].slice.call(expandedBuyingOptions).forEach(function(option) { if (buyboxWidth buyboxMaxSingleColumnWidth) { toggle.click() } else { if (index === 0) { toggle.click() } else { toggle.setAttribute("aria-expanded", "false") form.hidden = "hidden" priceInfo.hidden = "hidden" } } }) } initialStateOpen() if (window.buyboxInitialised) return window.buyboxInitialised = true initKeyControls() })()

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Acknowledgment

This study was supported by the Fundamental Research Funds for the Central Universities No. NR2021003 awarded to the first author; this study was also supported by the Creative Studio of Electronic Commerce in College of Economics and Management, Nanjing University of Aeronautics and Astronautics.

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Authors and Affiliations

  1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China

    Lili Liu, Bingyun Jin, Yajun Shi, Linwei Hu, Jingping Yang & Chuanmin Mi

Authors
  1. Lili Liu
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  2. Bingyun Jin
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  3. Yajun Shi
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  4. Linwei Hu
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  5. Jingping Yang
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  6. Chuanmin Mi
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Corresponding author

Correspondence to Bingyun Jin .

Editor information

Editors and Affiliations

  1. University of Crete and Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Constantine Stephanidis

  2. Foundation for Research and Technology Hellas (FORTH), Heraklion, Crete, Greece

    Margherita Antona

  3. Foundation for Research and Technology Hellas (FORTH), Heraklion, Crete, Greece

    Stavroula Ntoa

  4. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

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Liu, L., Jin, B., Shi, Y., Hu, L., Yang, J., Mi, C. (2022). Motivating Subscription of Video-on-Demand in Mainland China: A Push-Pull-Mooring Perspective. In: Stephanidis, C., Antona, M., Ntoa, S., Salvendy, G. (eds) HCI International 2022 – Late Breaking Posters. HCII 2022. Communications in Computer and Information Science, vol 1654. Springer, Cham. https://doi.org/10.1007/978-3-031-19679-9_9

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  • DOI: https://doi.org/10.1007/978-3-031-19679-9_9

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-19678-2

  • Online ISBN: 978-3-031-19679-9

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