Proposal and validation of a theoretical model of electronic satisfaction and intention to continue using streaming services in Brazil.

Abreu Cardozo, Erico Aurelio; Magalhães Christino, Juliana Maria

Goal: To propose and test a theoretical model capable of relating the factors that affect Electronic Satisfaction and Continuity of Use of Streaming Services by Brazilian consumers. Methodology/approach: The UTAUT2 model and other factors were identified and added to the model as means of identifying the antecedents of Electronic Satisfaction and Continuity of Use of Streaming Services. The research model was analyzed based on 389 valid responses obtained through a survey. Data analysis was performed using the R software and its packages for Structural Equation Modeling. Originality/relevance: Streaming Services are a form of digital distribution through packages in which it is not necessary to download to access the media content. The literature states that with the development and availability of new technologies in the market, it is necessary to analyze the behavioral factors related to consumer behavior. Main Findings: The research model presented explains 83.1% of the variation in Electronic Satisfaction with Streaming Services and 56.5% of the variation in its Continuance of Use. Theoretical contributions: The results expand the theory on digital information and communication systems, exploring for the first time Electronic Satisfaction and the continuance of streaming use in digital businesses. Management contributions: Managers who focus on improving the performance expectation, facilitating conditions and social influence of users can significantly increase electronic satisfaction and the continuity of use of streaming services.

STREAMING technology; SATISFACTION; STRUCTURAL equation modeling; CONSUMER behavior; TELECOMMUNICATION systems

Revista de Ciências da Administração, 2024, Vol 26, Issue 66, p1

1516-3865

Academic Journal

10.5007/2175-8077.2024.e73310