| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 13.49 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Esta dissertação investiga as preferências de plataforma dos consumidores no sector dos serviços de streaming, com um foco específico na “Netflix”. Através de um inquérito cuidadosamente elaborado com cartazes simulados de plataformas líderes como a “HBO”, a “Netflix” e a “Disney Plus”, o estudo teve como objetivo descobrir os processos de decisão subconscientes dos consumidores através da seleção desses cartazes, num processo dividido
em 3 fases, sem qualquer informação descritiva sobre os mesmos. Durante a realização do inquérito 77% dos participantes elegeram a “Netlix” como a sua plataforma preferida, contudo, a fase de avaliação dos cartazes do inquérito revelou um cenário complexo e diversificado onde esta preferência não se manifestou. As escolhas variadas dos participantes desafiaram a noção de lealdade a uma plataforma fixa, mostrando uma compreensão diferenciada das suas preferências. A investigação fornece informações valiosas sobre as seleções dos consumidores, destacando a sua natureza perspicaz e as suas preferências individuais em termos de conteúdos. Este facto desafia os pressupostos
tradicionais e realça o papel influente do consumidor moderno na formação do setor do streaming.
This dissertation investigates consumers' platform preferences in the streaming services sector, with a specific focus on "Netflix". Through a carefully designed survey with simulated posters of leading platforms such as "HBO", "Netflix" and "Disney Plus", the study aimed to uncover consumers' subconscious decision-making processes through the selection of these posters, in a process divided into 3 phases, without any descriptive information about them. During the survey 77% of participants chose "Netlix" as their preferred platform, however, the evaluation phase of the survey posters revealed a complex and diverse scenario where this preference did not manifest itself. Participants' varied choices challenged the notion of loyalty to a fixed platform, showing a nuanced understanding of their preferences. The research provides valuable information about consumers' selections, highlighting their discerning nature and individual preferences in terms of content. This challenges traditional assumptions and highlights the influential role of the modern consumer in shaping the streaming sector.
This dissertation investigates consumers' platform preferences in the streaming services sector, with a specific focus on "Netflix". Through a carefully designed survey with simulated posters of leading platforms such as "HBO", "Netflix" and "Disney Plus", the study aimed to uncover consumers' subconscious decision-making processes through the selection of these posters, in a process divided into 3 phases, without any descriptive information about them. During the survey 77% of participants chose "Netlix" as their preferred platform, however, the evaluation phase of the survey posters revealed a complex and diverse scenario where this preference did not manifest itself. Participants' varied choices challenged the notion of loyalty to a fixed platform, showing a nuanced understanding of their preferences. The research provides valuable information about consumers' selections, highlighting their discerning nature and individual preferences in terms of content. This challenges traditional assumptions and highlights the influential role of the modern consumer in shaping the streaming sector.
Description
Keywords
Streaming Consumidor Preferências de streaming Plataformas de streaming Consumer Streaming preferences Streaming platforms