Authorized and Unauthorized Consumption of SVOD Content: Modeling Determinants of Demand and Measuring Effects of Enforcing Access Control
Abstract
:1. Introduction
2. Hypothesis Development
2.1. Baseline Model
2.2. Effects of Access Control Enforcement
2.3. Change Model
3. Methodology
3.1. Survey Development
3.2. Variables
3.3. Statistical Analyses
4. Results
4.1. Baseline Model
4.2. Effects of Access Control Enforcement
4.3. Change Model
5. Discussion
5.1. Theoretical Implications
5.2. Managerial Implications
5.3. Limitations
5.4. Future Research Directions
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Suggested Use of SVOD Platforms and Illegal Streaming Sites
Appendix B. Alternative Versions of the Warning
References
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Variables | Categories | No. of Subjects (n = 503) | Sample Percentage |
---|---|---|---|
Gender | Males | 219 | 43.5 |
Females | 284 | 56.5 | |
Age | 16–30 | 115 | 22.9 |
31–40 | 127 | 25.2 | |
41–50 | 137 | 27.2 | |
51 or more | 124 | 24.7 | |
Education | Primary | 54 | 10.7 |
Secondary | 191 | 38.0 | |
Tertiary | 258 | 51.3 | |
Warning version | First | 126 | 25.0 |
Second | 127 | 25.2 | |
Third | 126 | 25.0 | |
Fourth | 124 | 24.7 | |
Use of illegal streaming sites | Yes | 126 | 25.0 |
No | 377 | 75.0 |
Latent Variables | Items | Outer Loadings |
---|---|---|
Variety seeking (AVE = 0.681; CR = 0.845) | I like to experience novelty and change in my daily routine | 0.832 |
I am continually seeking new ideas and experiences | 0.872 | |
I like to continually change activities | 0.806 | |
When things get boring, I like to find some new and unfamiliar experiences | 0.789 | |
Social norms (AVE = 0.774; CR = 0.902) | Many friends and relatives would disapprove if I used an SVOD platform without paying its full cost | 0.908 |
People important to me think it illicit to use an SVOD platform without paying its full cost | 0.887 | |
Many close people recommend that I not use SVOD platforms if I do not pay all their costs | 0.831 | |
The people I appreciate the most would never use SVOD platforms without paying all their costs | 0.891 | |
Ethical disapproval (AVE = 0.835; CR = 0.934) | Using an SVOD platform without paying its full cost goes against my principles | 0.928 |
Using an SVOD platform without paying its full cost is ethically unacceptable | 0.941 | |
Using an SVOD platform without paying its full cost is a practice that should be prosecuted | 0.905 | |
Using an SVOD platform without paying its full cost is a practice that one should feel guilty about | 0.880 | |
Household financial situation (AVE = 0.720; CR = 0.868) | At home we could handle a major unexpected expense | 0.881 |
At home we have money left over at the end of the month | 0.889 | |
At home we can afford extra expenses | 0.867 | |
At home we are optimistic about our financial future | 0.750 |
Latent Variable | (1) | (2) | (3) | (4) |
---|---|---|---|---|
(1) Variety seeking | 0.825 | |||
(2) Social norms | 0.254 | 0.880 | ||
(3) Ethical disapproval | 0.228 | 0.804 | 0.914 | |
(4) Household financial situation | 0.256 | 0.178 | 0.154 | 0.848 |
Hypothesized Relationships | Path Coeff. | t Values | Sig. | f2 | q2 |
---|---|---|---|---|---|
H1a: Variety seeking → No. of proprietary subscriptions used | 0.142 | 3.334 | p < 0.01 | 0.020 | 0.016 |
H1b: Variety seeking → No. of non-proprietary subscriptions used | 0.059 | 1.419 | 0.156 | 0.003 | –0.001 |
H1c: Variety seeking → No. of illegal streaming sites used | 0.130 | 2.920 | p < 0.01 | 0.016 | 0.010 |
H2: Social norms → Ethical disapproval | 0.804 | 43.231 | p < 0.001 | 1.822 | 1.808 |
H3a: Ethical disapproval → No. of proprietary subscriptions used | 0.036 | 0.825 | 0.410 | 0.001 | –0.003 |
H3b: Ethical disapproval → No. of non-proprietary subscriptions used | –0.246 | 5.405 | p < 0.001 | 0.061 | 0.028 |
H3c: Ethical disapproval → No. of illegal streaming sites used | –0.116 | 2.728 | p < 0.01 | 0.013 | 0.002 |
H4a: Household financial situation → No. of proprietary subscriptions used | 0.212 | 5.326 | p < 0.001 | 0.046 | 0.041 |
H4b: Household financial situation → No. of non-proprietary subscriptions used | –0.065 | 1.353 | 0.176 | 0.004 | –0.001 |
H4c: Household financial situation → No. of illegal streaming sites used | 0.067 | 1.307 | 0.191 | 0.004 | –0.001 |
After the Warning | ||||||
---|---|---|---|---|---|---|
Before the Warning | (1) | (2) | (3) | (4) | Platforms No Longer Used | Total |
(1) Fully paid proprietary subscriptions | 950 | 26 | 12 | 1 | 65 | 1054 |
(2) Cost-sharing proprietary subscriptions | 50 | 56 | 22 | 1 | 29 | 158 |
(3) Cost-sharing non-proprietary subscriptions | 13 | 10 | 19 | 4 | 33 | 79 |
(4) Unpaid non-proprietary subscriptions | 14 | 6 | 5 | 18 | 25 | 68 |
Total | 1027 | 98 | 58 | 24 | 152 | 1359 |
Latent Variables | Items | Outer Loadings |
---|---|---|
Trait reactance (AVE = 0.531; CR = 0.851) | I become angry when my freedom of choice is restricted | 0.903 |
I become frustrated when I am unable to make free and independent decisions | 0.569 | |
I am content only when I am acting on my own free will | 0.616 | |
I resist the attempts of others to influence me | 0.777 | |
Perceived fairness (AVE = 0.802; CR = 0.920) | For me, the new user authentication system is inadequate to adequate | 0.889 |
For me, the new user authentication system is abusive to moderate | 0.898 | |
For me, the new user authentication system is unjustifiable to justifiable | 0.892 | |
For me, the new user authentication system is unbearable to bearable | 0.905 |
Hypothesized Relationships | Path Coeff. | t Values | Sig. | f2 | q2 |
---|---|---|---|---|---|
H8: Trait reactance → Perceived fairness | –0.149 | 2.716 | p < 0.01 | 0.023 | 0.015 |
H9a: Perceived fairness → Change in No. of proprietary subscriptions used | 0.296 | 7.205 | p < 0.001 | 0.096 | 0.003 |
H9b: Perceived fairness → Change in No. of non-proprietary subscriptions used | –0.141 | 2.957 | p < 0.01 | 0.020 | 0.001 |
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Redondo, I.; Serrano, D. Authorized and Unauthorized Consumption of SVOD Content: Modeling Determinants of Demand and Measuring Effects of Enforcing Access Control. J. Theor. Appl. Electron. Commer. Res. 2024, 19, 467-485. https://doi.org/10.3390/jtaer19010025
Redondo I, Serrano D. Authorized and Unauthorized Consumption of SVOD Content: Modeling Determinants of Demand and Measuring Effects of Enforcing Access Control. Journal of Theoretical and Applied Electronic Commerce Research. 2024; 19(1):467-485. https://doi.org/10.3390/jtaer19010025
Chicago/Turabian StyleRedondo, Ignacio, and Diana Serrano. 2024. "Authorized and Unauthorized Consumption of SVOD Content: Modeling Determinants of Demand and Measuring Effects of Enforcing Access Control" Journal of Theoretical and Applied Electronic Commerce Research 19, no. 1: 467-485. https://doi.org/10.3390/jtaer19010025