Skip to main content
Springer Nature Link
Log in

Motivating Subscription of Video-on-Demand in Mainland China: A Push-Pull-Mooring Perspective

  • Conference paper
  • First Online:
HCI International 2022 – Late Breaking Posters (HCII 2022)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 1654))

Included in the following conference series:

  • 1496 Accesses

Abstract

Majority of Chinese video websites failed to make profit from subscription of Video-on-Demand, partially due to the fact that Chinese audiences either easily find alternative free videos elsewhere, or switch to a competing video website with minimal effort. The inability to retain existing subscribers would gravely imperil the survival of video websites. Therefore, it is critical to understand why audiences subscribe the Video-on-Demand in order to maintain the sustainability of Chinese video websites. In light of the push-pull-mooring theory, we develop a research model to investigate the determinants of audiences’ subscription behavior. We conducted an online survey to collect data. SmartPLS 3.33 was adopted to analyze data. Results indicating that: (1) subscribe intention positively affect subscription behavior; (2) push factors and pull factors have positive impacts on subscribe intention; (3) mooring factors: fans enthusiasm positively influence subscribe intention, while price cost negatively affect intention. Potential contributions and limitations are discussed.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Subscribe and save

Springer+ Basic
$34.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

References

  1. Bansal, H.S., Taylor, S.F., St. James Y.: “Migrating” to new service providers: Toward a unifying framework of consumers’ switching behaviors. J. Acad. Mark. Sci. 33(1), 96–115 (2005)

    Google Scholar 

  2. Bhattacherjee, A., Limayem, M., Cheung, M.K.: User switching of information technology: a theoretical synthesis and empirical test. Inf. Manag. 49(7–8), 327–333 (2012)

    Article  Google Scholar 

  3. Chen, Y., Zhu, Y.Q.: Research on the influence factors of user transfer behavior from paper reading to mobile reading from the perspective of PPM theory. Res. Libr. Sci. 2, 70–80 (2020)

    Google Scholar 

  4. Chin, W.W., Marcolin, B.L., Newsted, P.R.: A partial least squares latent variable modeling approach for measuring interaction effects: results from a Monte Carlo simulation study and an electronic-mail emotion/adoption study. Inf. Syst. Res. 14(2), 189–217 (2003)

    Article  Google Scholar 

  5. Chocarro, R., Cortiñas, M., Villanueva, M.L.: Situational variables in online versus offline channel choice. Electron. Commer. Res. Appl. 12(5), 347–361 (2013)

    Article  Google Scholar 

  6. Chu, C.W., Lu, H.P.: Factors influencing online music purchase intention in Taiwan: an empirical study based on the value-intention framework. Internet Res. 17(2), 139–155 (2007)

    Article  MathSciNet  Google Scholar 

  7. Dodds, W.B., Monroe, K.B., Grewal, D.: Effects of price, brand, and store information on buyers’ product evaluations. J. Mark. Res. 28(3), 307–319 (1991)

    Google Scholar 

  8. Fornell, C., Larcker, D.F.: Evaluating structural equation models with unobservable variables and measurement error. J. Mark. Res. 18(1), 39–50 (1981)

    Article  Google Scholar 

  9. Hair, J.F., et al.: Multivariate Data Analysis With Reading. Prentice-Hall, Inc. (1995)

    Google Scholar 

  10. Himma-Kadakas, M., Kõuts, R.: Who is willing to pay for online journalistic content? Media Commun. 3(4), 106–115 (2015)

    Article  Google Scholar 

  11. Hsieh, J.K., et al.: Post-adoption switching behavior for online service substitutes: a perspective of the push–pull–mooring framework. Comput. Hum. Behav. 28(5), 1912–1920 (2012)

    Article  Google Scholar 

  12. Li, K.H.: Fan consumption and the construction of fan economy. Henan Soc. Sci. (7), 72–78 (2016)

    Google Scholar 

  13. Lieberman, J.N.: Playfulness: Its Relationship to Imagination and Creativity. Academic Press (2014)

    Google Scholar 

  14. Liu, M.W.: Research on channel migration behavior of consumers from offline to online: based on PPM theory. Henan Coll. Financ. Tax 32(1), 34–40 (2018)

    Google Scholar 

  15. Moon, J.W., Kim, Y.G.: Extending the TAM for a World-Wide-Web context. Inf. Manag. 38(4), 217–230 (2001)

    Article  MathSciNet  Google Scholar 

  16. Pavlou, P.A., Liang, H., Xue, Y.: Understanding and mitigating uncertainty in online exchange relationships: a principal-agent perspective. MIS Quarterly 105–136 (2007)

    Google Scholar 

  17. Pimentel, R.W., Reynolds, K.E.: A model for consumer devotion: Affective commitment with proactive sustaining behaviors. Acad. Mark. Sci. Rev. 1 (2004)

    Google Scholar 

  18. Ringle, C.M., Wende, S., Will, A.: Smart PLS 2.0 (beta). SmartPLS, Hamburg (2005)

    Google Scholar 

  19. Shin, D.H.: An empirical investigation of a modified technology acceptance model of IPTV. Behav. Inf. Technol. 28(4), 361–372 (2009)

    Article  Google Scholar 

  20. Tzeng, J.Y.: Perceived values and prospective users’ acceptance of prospective technology: the case of a career eportfolio system. Comput. Educ. 56(1), 157–165 (2011)

    Article  Google Scholar 

  21. Venkatesh, V., et al.: User acceptance of information technology: toward a unified view. MIS Q. 27(3), 425–478 (2003)

    Article  Google Scholar 

  22. Wang, D.H., Zhang, S.: Research on influencing factors of online content payment willingness: the regulatory effect based on users’ free psychology. Modern Communication (Journal of Communication University of China) 41(11), 122–129 (2019)

    Google Scholar 

  23. Wang, X.Y., Liu, H.C.: Enthusiasm formation mechanism of online fans and its impact on consumption intention. Enterprise Economy 36(2), 129–135 (2017)

    Google Scholar 

  24. Zhao, Y.X., Peng, X.X, Zhu, Q.H.: Investigating user switching intention for mobile instant messaging application: taking WeChat as an example. Comput. Hum. Behav. 64, 206–216 (2016)

    Google Scholar 

  25. Zhu, H.T.: Research on the difficulties and countermeasures of the development of domestic video websites. West China Broadcast. TV 41(16), 33–35 (2021)

    Google Scholar 

  26. Zhu, X.Y.: Analysis on the transformation of user payment model of domestic video websites. J. News Res. 8(8), 43–44 (2017)

    Google Scholar 

Download references

Acknowledgment

This study was supported by the Fundamental Research Funds for the Central Universities No. NR2021003 awarded to the first author; this study was also supported by the Creative Studio of Electronic Commerce in College of Economics and Management, Nanjing University of Aeronautics and Astronautics.

Author information

Authors and Affiliations

  1. College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China

    Lili Liu, Bingyun Jin, Yajun Shi, Linwei Hu, Jingping Yang & Chuanmin Mi

Authors
  1. Lili Liu
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Bingyun Jin
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Yajun Shi
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Linwei Hu
    View author publications

    You can also search for this author in PubMed Google Scholar

  5. Jingping Yang
    View author publications

    You can also search for this author in PubMed Google Scholar

  6. Chuanmin Mi
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Bingyun Jin .

Editor information

Editors and Affiliations

  1. University of Crete and Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Constantine Stephanidis

  2. Foundation for Research and Technology Hellas (FORTH), Heraklion, Crete, Greece

    Margherita Antona

  3. Foundation for Research and Technology Hellas (FORTH), Heraklion, Crete, Greece

    Stavroula Ntoa

  4. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

Rights and permissions

Reprints and permissions

Copyright information

© 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Liu, L., Jin, B., Shi, Y., Hu, L., Yang, J., Mi, C. (2022). Motivating Subscription of Video-on-Demand in Mainland China: A Push-Pull-Mooring Perspective. In: Stephanidis, C., Antona, M., Ntoa, S., Salvendy, G. (eds) HCI International 2022 – Late Breaking Posters. HCII 2022. Communications in Computer and Information Science, vol 1654. Springer, Cham. https://doi.org/10.1007/978-3-031-19679-9_9

Download citation

  • DOI: https://doi.org/10.1007/978-3-031-19679-9_9

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-19678-2

  • Online ISBN: 978-3-031-19679-9

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics