Date of Degree

2-2018

Document Type

Dissertation

Degree Name

Ph.D.

Program

Business

Advisor

Stephen Gould

Committee Members

Lauren Block

David Luna

Sara Williamson

Subject Categories

Marketing

Keywords

Consumer behavior, Marketing, Video-on-Demand, Viewing behavior, Television, VOD, Psychology

Abstract

This research investigates the effect of program assortment organization and consumers’ viewing motivation on Video-on-Demand (VOD) consumption. In doing so, we examine the formation of viewers’ choice set and product interests in the context of the largely unexplored VOD marketplace. Specifically, we test the interaction between program assortment organization and the specificity of consumers’ motivation toward content for viewing on VOD to show that the size of choice set increases when program assortment is organized by content (genre) vs. a non-content specific alternative (recommendation) among consumers with an activity-focused (vs. content-focused) viewing motivation. We also provide preliminary evidence that consumer choice uncertainty mediates this process. Accordingly, this research contributes new insights to the consumer behavior, motivation, digital retail management, and media marketing literatures.

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Marketing Commons

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