PERCEPCIJA KORISNIKA O VRIJEDNOSTI ZABAVNIH MULTIMEDIJALNIH USLUGA NA ZAHTJEV

master's thesis

• Title (english): USERS' PERCEPTION OF THE VALUE OF ENTERTAINMENT MULTIMEDIA STREAMING SERVICES ON DEMAND
• Author: Josip Rambrot
• Mentor: Tanja Komarac (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-07-11, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet diplomskog rada je percepcija korisnika o vrijednosti zabavnih multimedijalnih usluga na zahtjev čije se usluge u posljednje vrijeme sve više koriste, kako u svijetu, tako i u Hrvatskoj. U teorijskom djelu rada opisuje se koncept vrijednosti za korisnika te se objašnjavaju multimedijalne usluge na zahtjev s fokusom na područje kulture, umjetnosti i zabave. U istraživačkom dijelu rada, prikazuje se provedeno istraživanje multimedijalnih usluga u području zabave. Provedeno je kvantitativno istraživanje na uzorku 169 ispitanika u Republici Hrvatskoj s ciljem istraživanja percepcija vrijednosti multimedijalnih usluga na zahtjev. Rezultati pokazuju pozitivnu percepciju vrijednosti multimedijalnih usluga na zahtjev, konkretnije u pogledu kognitivnog napora i praktičnosti usluga. Novčana vrijednost nije percipirana negativno. Nadalje, preostale komponente vrijednosti pokazuju da ispitanici vrednuju emocionalnu vrijednost kroz zabavu, dok manje vrednuju društvenu i vrijednost isticanja vlastitog identiteta koje su povezane s percepcijom okoline odnosno socijalizacijom. Najviše korištene platforme su Netflix, Spotify, Deezer i HBO GO. Isto tako, ispitanici te usluge najčešće koriste na tjednoj bazi, te ih konzumiraju kroz sve skoro dostupne uređaje za reprodukciju. Ograničenja istraživanja su vezana uz namjerni prigodni uzorak ispitanika, kao i korištene jednostavne statističke metode za analizu podataka.

Abstract (english)

The thesis' subject is the user’s perception of the value of entertainment streaming services on demand, whose services have recently been increasingly used, both in the world and in Croatia. The theoretical part of the paper describes the concept of user value and explains multimedia streaming services on demand with a focus on culture, arts and entertainment. In the research part of the thesis, the conducted research on entertainment multimedia streaming services is presented. A quantitative research was conducted on a sample of 169 respondents in the Republic of Croatia with the aim of discovering perceptions of the value of multimedia streaming services on demand. The results show a positive perception of the value of multimedia services on demand, more specifically in terms of cognitive effort and convenience of services. Additionally, monetary value is not perceived negatively. Furthermore, the remaining value dimensions show that respondents value emotional value through entertainment, while they perceive less value in social value and identity salience, which are related to the perception of the environment and socialization. The most frequently used platforms are Netflix, Spotify, Deezer and HBO GO. Also, respondents use these services on weekly basis, and consume them through all available devices. The limitations of the research are related to convenience sample, as well as the simple statistical methods used to for data analysis.

• Keywords: multimedijalne usluge na zahtjev; percepcija korisnika; percepcija vrijednosti; kultura; umjetnost i zabava
• Keywords (english): streaming services on demand; user perception; value; arts; culture and entertainment
• Language: croatian
• URN:NBN: urn:nbn:hr:148:305045
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-07-12 11:23:36