Dijital Platform Üyeliklerinin Devamlılığına Etki Eden Faktörler: Netflix Örneği

Öz

Günümüzde bireyler gelişen teknoloji ile birlikte normal TV programlarının yanı sıra, dijital platformların sunmuş oldukları yayın ortamlarını da sıklıkla kullanmaktadırlar. Video akış hizmet sağlayıcılarının arasında son yıllarda oldukça popüler olan ve Türkiye’deki kullanıcı sayısında da hızlı bir artış gözlemlenen Netflix; kullanıcılarına sunmuş olduğu dizi, film ve belgesel gibi içeriklerle birlikte, farklı pazarlar için değişik içerikleri oluşturması, kültürel farklılıkları harmanlayarak coğrafi sınırları ortadan kaldırması ve birçok farklı içeriği markalayarak yapımcılara destek olması ile rakiplerinden ayrılmaktadır. Bu çalışmanın amacı; zaman geçirme, kişiselleştirme, eğlence ve önerilerin kullanımının yeniden üyelik satın alma niyeti üzerindeki etkilerinin ve bu ilişkilerde fiyat adaletinin aracılık rolünün olup olmadığının incelenmesidir. Araştırma modelindeki ilişkilerin incelenmesi için anket yöntemiyle 341 katılımcıdan veri toplanmış ve toplanan veriler yapısal eşitlik modellemesi ile incelenmiştir. Elde edilen sonuçlara göre; zaman geçirme, kişiselleştirme, eğlence ve fiyat adaletinin yeniden üyelik satın alma niyeti üzerinde anlamlı etkisinin olduğu, önerilerin kullanımının ise anlamlı etkisi olmadığı sonucuna ulaşılmıştır. Ayrıca, fiyat adaletinin kişiselleştirme ile yeniden üyelik satın alma niyeti arasında kısmi aracılık rolü, önerilerin kullanılması ile yeniden üyelik satın alma niyeti arasında tam aracılık rolü olduğu sonucuna ulaşılmıştır. Zaman geçirme ve eğlencenin, yeniden üyelik satın alma niyeti üzerindeki etkisinde fiyat adaletinin aracılık rolü olmadığı görülmüştür.

Anahtar Kelimeler

• Video Akış Hizmet Sağlayıcıları
• Netflix
• Dijital Platformlar

Factors Affecting the Continuity of Digital Platform Memberships: The Netflix Example

Abstract

Today, individuals frequently use the broadcast media offered by digital platforms as well as conventional TV programs with developing technology. Netflix, which has been very popular among video streaming service providers in recent years, has seen a rapid increase in the number of users in Turkey. Netflix differentiates itself from its competitors in terms of creating various content for different markets, blending cultural differences, and eliminating geographical boundaries. Furthermore, it supports producers by branding many different contents such as series, movies, and documentaries. The aim of this study is to examine the effects of pass time, personalization, entertainment, and the use of recommendations on repurchase intention and to test whether price fairness has a mediating role in these relationships. These effects have been analyzed by using structural equation modeling with the data gathered from 341 surveys. The results indicate that pass time, personalization, entertainment, and price fairness had a significant effect on the intention to repurchase membership, while the use of recommendations did not have a significant effect. Moreover, it is found that price fairness has a partial mediating role between personalization and intention to repurchase membership and a full mediator role between the use of recommendations and intention to repurchase membership. However, price fairness did not have a mediating role in the effect of pass time and entertainment on repurchase intention.

Keywords

• Video Streaming Service
• Netflix
• Digital Platforms

Kaynakça

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