Netflix, Who Is Watching Now?

Abstract

The continuous development of new ICTs has promoted their penetration in all aspects of daily life. One of the ICTs with the highest growth in recent years is streaming. Since companies that use streaming to deliver their services are thriving, several telecommunication companies are adopting this distribution technology. However, few studies have focused on this industry. This study models the behavior of Netflix consumers using an extension of the UTAUT2 model that includes the latent variable trust (TR). The model was analyzed through SEM. The results show that the latent variables trust (TR), performance expectancy (PE) and hedonic motivation (HM) are significant for behavioral intention (BI). Additionally, the latent variables hedonic motivation (HM) and social influence (SI) determine trust (TR) in a significant way. Finally, a new model is proposed in which social influence (SI) not only affects trust, but also hedonic motivation (HM) and performance expectancy (PE), and trust (TR) also determines performance expectancy. We suggest that this model needs to be further tested on a new sample.