Empirical Analysis on Market Prospect of Video Platform’s PVOD

DOI

10.2991/aebmr.k.201211.123How to use a DOI?

Keywords

KANO model, theory of consumer’s behavior, binary Logistic regression model, empirical analysis

Abstract

Premature Video-on-Demand (PVOD) is a value-added service provided by video platform, it allows to unlock TV drama in advance by payment on the basis of membership. In recent years, video platform has gradually adopted PVOD pattern as an important profit-earning channel as the paid online video pattern popularizes. However, there is plenty of controversy about the pattern. In order to further comprehend its prospect and development direction, we carried out the empirical analysis on the basis of the KANO model and the theory of consumer behavior, as well as 612 questionnaires collected in Kaifeng City. The results showed that the copyright consciousness of consumers was positively correlated to their purchase intention. The potential consumers were more willing to pay for those works presented in the form of film. High-income female potential consumers were more willing to consume. In the result of KANO pattern, the function of free of advertisement was the one-dimensional quality. 4K was the attractive quality. Based on the results aforesaid, we made suggestions from multiple perspectives such as personalized service, copyright protection, focus on content building etc.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jingwen Tan
PY  - 2020
DA  - 2020/12/14
TI  - Empirical Analysis on Market Prospect of Video Platform’s PVOD
BT  - Proceedings of the Fifth International Conference on Economic and Business Management (FEBM 2020)
PB  - Atlantis Press
SP  - 711
EP  - 715
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201211.123
DO  - 10.2991/aebmr.k.201211.123
ID  - Tan2020
ER  -