Willingness to Pay a Premium Price for Streaming Services: The Role of Trust in Services

Abstract

Online business has seen a strong growth, namely, the on-demand digital streaming service, which means that the brands have a constant concern in the provision of an increasingly high-quality technology service to meet the needs of consumers. Closely associated with this quality is the convenience of the service and the sophistication of it, the trust, and the willingness to pay a premium price. Thus, this work aims to understand if there is availability to pay a premium price for this type of service. In this way, we constructed a questionnaire that was self-administered by 156 users of Netflix branded streaming services. Our study highlights the mediating role of trust in the effects that the sophistication and convenience of service have on the willingness to pay a premium price. In this way, this study brings contributions to the academy and to the business world.