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dc.contributor.authorVan der Linden, Sam
dc.contributor.authorNimmegeers, Stef
dc.contributor.authorGeskens, Kristof
dc.contributor.authorWeijters, Bert
dc.date.accessioned2020-06-12T14:59:47Z
dc.date.available2020-06-12T14:59:47Z
dc.date.issued2020en_US
dc.identifier.issn1757-5818
dc.identifier.doi10.1108/JOSM-10-2018-0346
dc.identifier.urihttp://hdl.handle.net/20.500.12127/6519
dc.description.abstractPurpose To investigate if online TV content platforms create value for consumers (and increase use) by offering its users the possibility to self-invest in the service (by giving personal content preferences). We link demographic and attitudinal antecedents to the relation between self-investment and use. Design/methodology/approach Data were collected together with a Belgian media company (N = 4,136). To test the effects a latent growth model was composed in a multigroup setting with gender as the grouping variable. The model is analyzed through structural equation modeling in Mplus 8.0. Findings In general, strong relations between self-investment and increased use were found, although the effect of self-investment on use was stronger for female consumers. Furthermore, we established strong hedonic effects on using and investing in the service. For men, easy to use platforms lead to less self-investment. Research limitations/implications Our findings are restricted to free services. Furthermore, attitudinal variables are antecedents of behaviors. However, a more complex interplay between behavioral and attitudinal variables is possible. Further research could use repeatedly measured attitudinal measures and link these to behaviors over time. Practical implications Service developers could offer different platform interactions to different segments to create consumer value. Women seem more receptive for extra functionalities, such as the possibility to indicate preferences. Men mainly focus on the content offered. Originality/value This study focuses on a new form of media distribution, online TV content platforms, where we investigate two related behaviors of users over time (self-investment and use) instead of a general approximation of use. Multi-source data were used.en_US
dc.language.isoenen_US
dc.publisherEmeralden_US
dc.subjectSelf-Investmenten_US
dc.subjectLatent Growth Modelen_US
dc.subjectUse-Diffusionen_US
dc.subjectPsychological Ownershipen_US
dc.subjectInformation Technologyen_US
dc.subjectAcceptanceen_US
dc.subjectAdoptionen_US
dc.subjectDeterminantsen_US
dc.subjectEngagementen_US
dc.titleDemographic and attitudinal antecedents of consumers' use and self-investment trajectories over time in an online TV content platformen_US
dc.identifier.journalJournal of Service Managementen_US
dc.contributor.departmentGhent Universityen_US
dc.identifier.eissn1757-5826
vlerick.knowledgedomainMarketing & Salesen_US
vlerick.typearticleJournal article with impact factoren_US
vlerick.vlerickdepartmentMKTen_US
dc.identifier.vperid105764en_US


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