The Role of SVoD Service Attributes in Building Customer Loyalty: A Study of Repurchase Behavior in the Philippines

Abstract

The growing demand for Subscription-Video-on-Demand (SVoD) services in the Philippines has intensified the competition between numerous streaming providers. However, limited existing studies have been conducted regarding Filipino consumers of these kinds of services, and it is important for major players in this industry to better understand the key factors that influence customers to continually subscribe to these services. Thus, the purpose of this study is to investigate how online streaming platform attributes can influence consumers’ purchase intention that eventually leads them to resubscribe to SVoD services. This study used the Stimuli-Organism-Response (SOR) approach to understand the consumer behavior of Filipino SVoD users toward these services, and a self-constructed online questionnaire was purposely distributed among 382 SVoD users from Region IV-A/ CALABARZON region to gather insights. In analyzing the data, the descriptive-correlational research design and Spearman rho were used to determine the degree of relationship between the variables. Correspondingly, the results show that the four attributes were found to positively affect purchase intention, with price and content quality being the highest. In addition, several recommendations are highlighted in this study that can be used as a guide to help companies to improve their strategies.