International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 8
Available Online: 30 July 2024
Author/s:
Mao, Shuai
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (mthoma727@gmail.com)
Abstract:
In recent years, as material needs have been increasingly met, there has been a noticeable shift towards greater emphasis on spiritual fulfillment. This transition has been significantly bolstered by the rapid growth of the internet industry, leading to a proliferation of online platforms for movies, TV shows, and videos. These platforms have become integral to both leisure and information sharing, fundamentally altering the way people consume media. Amidst this evolving landscape, online video platforms face the dual challenge of retaining their user base while navigating intense competition both within their industry and from adjacent sectors. Innovation in user experience is emerging as a key differentiator, helping these platforms to attract and retain users, thereby outpacing their competitors. Given the market’s vast array of options, enhancing user value has become a critical consideration for these enterprises, as it directly impacts user loyalty and satisfaction. This study delved into the impact of customer perceived value and inertia on retention within online video platforms. By utilizing established scales tailored to these platforms’ unique user service characteristics, a comprehensive questionnaire was designed and administered, resulting in 391 valid responses. The collected data was meticulously analyzed using IBM SPSS Statistics software. The analyses included descriptive statistics and correlation assessments, which confirmed that both perceived value and customer inertia significantly influence customer retention. The findings of this study offer pragmatic recommendations aimed at enhancing the user experience on online video platforms. These recommendations emphasize the importance of increasing perceived value and focusing on users’ core interests and contributions. By implementing these strategies, platforms can better meet user expectations, thereby improving retention rates and fostering long-term loyalty. Ultimately, these strategies are proposed to bolster the development and competitive positioning of China’s online video platforms. By prioritizing user experience and value enhancement, these platforms can effectively navigate the challenges of a crowded market and achieve sustained growth and success.
Keywords: online video platform, perceived value, customer inertia, customer retention, customer subscription motivation framework
DOI: https://doi.org/10.5861/ijrsm.2024.1212
Cite this article:
Mao, S. (2024). Online video platform perceived value, customer inertia, and customer retention basis for customer subscription motivation framework. International Journal of Research Studies in Management, 12(8), 151-161. https://doi.org/10.5861/ijrsm.2024.1212