On the way to understanding binge watching behavior: the over-estimated role of involvement

Jani Merikivi*, Antti Salovaara, Matti Mäntymäki, Lilong Zhang

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

3 Citations (Scopus)

Abstract

Watching television shows using online television streaming services, such as Netflix, Hulu, and Youku, has mushroomed in the recent years. Along with these services, binge watching, defined as an act of consuming more than one episode of a television show in quick succession, has become a widespread behavior. Yet, it has received very little attention from academics. This study conceptualizes binge watching and examines its effect on satisfaction. We present binge watching as a two-dimensional system usage concept, including behavioral and cognitive involvement components. Using these components, we then study their impact on user satisfaction. We test our explorative approach with a sample of 227 respondents using Partial Least Squares modeling. The results support heterogeneous view of online television streaming service use. That is, involvement with binge watching is over-estimated and does not define user satisfaction. Our study contributes to online consumer behavior research as well as the information systems literature by investigating binge watching as a distinct form of technology use.

Original languageEnglish
Pages (from-to)111-122
JournalElectronic Markets
Volume28
Issue number1
Early online date17 Oct 2017
DOIs
Publication statusPublished - 2018
MoE publication typeA1 Journal article-refereed

Keywords

  • Binge watching
  • involvement
  • online television service
  • satisfaction
  • system usage

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