SKIP THE INTRO, BUT DON’T SKIP NETFLIX: WHAT DRIVES TURKISH YOUTH’S CONTINUATION INTENTION?

Öz

This study examines the factors influencing the subscription continuation intentions of young users in Türkiye on the Netflix platform, focusing on five key determinants: convenient navigability, binge-watching, entertainment, relaxation, and social interaction. Employing a quantitative research design with data collected from 231 participants, the study adapts Menon’s (2022) model to the Turkish context. The findings reveal that binge-watching and entertainment significantly impact continuation intention, emphasizing the central role of content consumption and emotional gratification in user retention. However, convenient navigability, relaxation, and social interaction were found to have no statistically significant effects. These results highlight the importance of engaging, high-quality, and binge-worthy content in maintaining user loyalty, aligning with Uses and Gratifications Theory and prior literature. The study provides both academic and practical insights. Academically, it validates and extends theoretical constructs within a novel cultural setting, contributing to the understanding of digital media consumption behaviors. Practically, it suggests that OTT platforms should prioritize localized content production, targeted marketing strategies, and enhanced binge-watching experiences to cater to culturally diverse audiences. Moreover, while ease of navigation and social interaction showed limited direct effects, platforms could still benefit from features enhancing usability and facilitating online discussions. Future research should explore longitudinal models and alternative variables, such as personalized recommendations, content diversity, and inter-platform competition, to provide a comprehensive understanding of user behavior in dynamic digital environments.

Anahtar Kelimeler

• Convenient Navigability
• Binge-Watching
• Relaxation
• Continuation Intention
• Netflix

İNTROYU GEÇ, AMA NETFLİX’İ GEÇME: TÜRK GENÇLERİNİN DEVAM NİYETİNİ NE ŞEKİLLENDİRİYOR?

Öz

Bu çalışma, Türkiye’deki genç kullanıcıların Netflix platformunu kullanmaya devam etme niyetlerini etkileyen beş temel faktörü (kullanım kolaylığı, arka arkaya izleme, eğlence, rahatlama ve sosyal etkileşim) incelemektedir. Menon’un (2022) modelinin Türkiye bağlamına uyarlanmasıyla 231 katılımcıdan elde edilen verilere dayanan bu araştırma, arka arkaya izleme ve eğlence değişkeninin gençlerin devam niyeti üzerinde anlamlı bir etkisi olduğunu ortaya koymuştur. Buna karşılık, kullanım kolaylığı, rahatlama ve sosyal etkileşim faktörlerinin istatistiksel olarak anlamlı bir etkisi bulunmamıştır. Bulgular, kullanıcı bağlılığını sürdürmede içerik odaklı stratejilerin önemini vurgulamakta ve Kullanımlar ve Doyumlar Teorisi ile uyumlu bir çerçeve sunmaktadır. Çalışma, hem akademik hem de pratik çıkarımlar sunmaktadır. Akademik olarak, teorik modelleri yeni bir kültürel bağlamda doğrulamakta ve dijital medya tüketim davranışlarına yönelik literatüre katkı sağlamaktadır. Pratik açıdan, OTT platformlarının yerelleştirilmiş içerik üretimine, hedefe yönelik pazarlama stratejilerine ve yoğun medya tüketimini teşvik eden deneyimlere öncelik vermesi gerektiğini önermektedir. Gelecek araştırmalarda, kişiselleştirilmiş öneriler, içerik çeşitliliği ve platformlar arası rekabet gibi değişkenlerin uzunlamasına modellerle incelenmesi, dinamik dijital ortamlarda kullanıcı davranışlarının daha kapsamlı anlaşılmasını sağlayabilir.

Anahtar Kelimeler

• Kullanım Kolaylığı
• Arka Arkaya İzleme
• Rahatlama
• Devam Niyeti
• Netflix

Kaynakça

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