Percorrer por autor "Prasil, Marc Sebastian"
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- No more Netflix and Chill? : the impact of value co-creation in video streaming business models on willingness to pay, loyalty and purchase intention : a qualitative and quantitative study on the Canadian marketPublication . Prasil, Marc Sebastian; Rita, Miguel Fontes Casegas CorreiaValue co-creation (VCC) has been explored in several different settings but remains unexplored in the field of video streaming business models. This dissertation addresses the existing gap by employing the findings of VCC from other contexts to online video streaming services with the example of Netflix in the Canadian market. The purpose of this research is to understand the impact of VCC in video streaming business models on consumers’ willingness to pay (WTP), loyalty (expressed as repurchase intention) and purchase intention. A multi-stage and mixed method approach is used to overcome previous challenges of researching VCC empirically and overcoming an incomplete conceptualization of VCC. A qualitative study established the Net-flix movie Black Mirror: Bandersnatch as an appropriate example of VCC which can be dis-played as a scenario description with screenshots. A pilot study refined the scenario description as well as the statements used for the manipulation in the following main study. The experi-mental design allows comparing the impact of VCC on Netflix users and non-users presenting them randomly with a VCC and no VCC scenario. The main study also controls for the moder-ating effect of usage as well as the recent phenomenon of binge-watching. An impact of VCC on WTP and repurchase intention for users could be shown, as well as the impact on WTP and purchase intention for non-users, whereas a moderating effect of usage could not be found. However, given the size of the sample and its nature, further research should explore VCC in video streaming services.