Motivi potrošača za korištenje streaming servisa

master's thesis

• Title (english): Consumer motives for using streaming services
• Author: Eleonora Ljubić
• Mentor: Sandra Horvat (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Razvoj digitalne tehnologije te promjene u navikama i motivima potrošača u posljednjem su desetljeću doprinijeli razvoju novih poslovnih modela u digitalnom okruženju. Danas znatno raste broj pružatelja pretplatničkih streaming servisa koji svojim korisnicima omogućuju zabavne usluge kao što su pretplata na glazbu te emitiranje audio i video sadržaja. Upravo zbog sve intenzivnije konkurencije u industriji streaming servisa, razumijevanje motiva koji stoje iza odabira pružatelja streaming servisa od ključne su važnosti za opstanak na tržištu. Ovaj rad za cilj ima istražiti u kojoj mjeri društveni, praktični, hedonistički, ekonomski i inovativni motivi pridonose odabiru streaming servisa među korisnicima u Republici Hrvatskoj. Primarni podaci u radu prikupljeni su anketnim upitnikom na namjernom prigodnom uzorku od 113 ispitanika. Provedenim istraživanjem je utvrđeno da hedonistički i praktični motivi imaju najveću ulogu pri odabiru streaming servisa. Nadalje, inovativni te društveni motivi rezultirali su s najmanjim utjecajem na potrošače, dok su ekonomski motivi procijenjeni da imaju osrednji utjecaj na potrošače pri korištenju streaming servisa. Radom je također utvrđeno da su korisnici streaming servisa pretplaćeni najčešće na dva streaming servisa, od čega najviše na video streaming servise, streaming glazbe te TV prijenos uživo. Posljednje, korisnici streaming servisa također najčešće uslugu koriste jednom dnevno ili više puta dnevno, a najpopularniji pružatelji streaming servisa u Republici Hrvatskoj su Netflix, Spotify, Max Tv i HBO Max.

Abstract (english)

The development of digital technology and changes in consumer habits and motives in the last decade have contributed to the development of new business models in the digital environment. Today, the number of providers of subscription streaming services that provide their users with entertainment services such as music subscription and broadcasting of audio and video content is growing drastically. Precisely because of the increasingly intense competition in the streaming service industry, understanding the motives behind choosing a streaming service provider is crucial for survival in the market. The aim of this paper is to research to what extent social, practical, hedonic, economic and innovative motives contribute to the choice of streaming services among users in the Republic of Croatia. The primary data was collected by a questionnaire on a total sample of N=113. The conducted research found that hedonistic and practical motives have the most influence on consumers when using streaming services. Furthermore, innovative and social motives resulted in the least impact on consumers, while economic motives were estimated to have a moderate impact on consumers when using streaming services. The work also established that users of streaming services are most often subscribed to two streaming services, of which the most are video streaming services, music streaming and live TV broadcasts. Lastly, users of streaming services on average use the service once a day or several times a day, and the most popular providers of streaming services in the Republic of Croatia are Netflix, Spotify, Max Tv and HBO Max.

• Keywords: motivacija; motivacijske teorije; ponašanje potrošača; pretplatničke usluge; streaming servisi; Republika Hrvatska
• Keywords (english): motivation; motivational theories; consumer behavior; subscription services; streaming services; Republic of Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:088866
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-07-04 19:07:18