Due to the impact of
the COVID-19 pandemic, public demand for media consumption at consumer premises has increased. Alongside the diverse content offered
by streaming platforms, these services have gradually become essential
entertainment options. Therefore, this study focuses on Netflix, a global
streaming video service platform offering movies, animations, variety shows,
documentaries, and original programs. Since its establishment in 1997, Netflix
has amassed 220 million subscribers worldwide.
As the most widely used and largest subscription-based
streaming platform, our study aims to investigate the key factors influencing
users' intention to continue their subscriptions to Netflix. This study
proposes an integrated framework that examines the relationships among content
offerings, viewing experience, advertising value theory, relationship quality theory,
switching barriers, and satisfaction. Our questionnaire survey analyzed the impact of these factors on
users' experiences and their intention to continue their subscription.
Discussions and implications were provided.
