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Publication
As Motivações do Consumidor em adquirir Plataformas Streaming Video Pagas
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Abstract(s)
O presente estudo visa entender a razões comportamentais para a escolha de plataformas streaming vídeo pagas em detrimento de outras, abordando o comportamento dos consumidores mediante os media e perceber as motivações e os valores que levam os consumidores a subscreverem plataformas streaming vídeo pagas. Com a utilização do método qualitativo, o questionário foi exposto nas redes socias Facebook, Instagram e LinkdIn e obtiveram-se 102 respostas, onde 86 pertenciam a utilizadores de plataformas streaming vídeo pagas. Os resultados obtidos através do programa SPSS, demostram que os consumidores procuram este tipo de plataformas para se entreterem e que para as subscreverem é importante a facilidade de acesso, a facilidade em navegar na plataforma e que o preço da mesma seja acessível.
This study aims to understand the behavioral reasons for choosing paid video streaming platforms over others, addressing consumer behavior through media and understand the motivations and values that lead consumers to subscribe to paid video streaming platforms. Using the qualitative method, the questionnaire was exposed in the social networks Facebook, Instagram and LinkedIn and 102 responses were obtained, where 86 belonged to users of Streaming Video on Demand platforms. The results obtained through the SPSS program, show that consumers seek these platforms to entertain themselves and that to subscribe to them is important the ease of access, the ease of navigating the platform and that the price of the platform is affordable.
This study aims to understand the behavioral reasons for choosing paid video streaming platforms over others, addressing consumer behavior through media and understand the motivations and values that lead consumers to subscribe to paid video streaming platforms. Using the qualitative method, the questionnaire was exposed in the social networks Facebook, Instagram and LinkedIn and 102 responses were obtained, where 86 belonged to users of Streaming Video on Demand platforms. The results obtained through the SPSS program, show that consumers seek these platforms to entertain themselves and that to subscribe to them is important the ease of access, the ease of navigating the platform and that the price of the platform is affordable.
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Keywords
Plataformas de streaming vídeo pagas Comportamento do consumidor Motivações Valores Intenção de subscrição