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Marketing and Smart Technologies pp 19–28Cite as

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

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Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 167))

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.

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Author information

Authors and Affiliations

  1. Centro de Estudos Em Educação, Tecnologias E Saúde, Instituto Politécnico de Viseu, Campus Politécnico, 3504-510, Viseu, Portugal

    Luísa Augusto

  2. Instituto Politécnico de Viseu, Campus Politécnico, 3504-510, Viseu, Portugal

    Sara Santos

  3. Instituto Politécnico de Coimbra, ESTGOH, Rua Gen. Santos Costa, 3400-124, Oliveira do Hospital, Portugal

    Pedro Espírito Santo

Authors
  1. Luísa Augusto
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  2. Sara Santos
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  3. Pedro Espírito Santo
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Corresponding author

Correspondence to Luísa Augusto .

Editor information

Editors and Affiliations

  1. DEI/FCTUC, University of Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. University Institute of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  3. FHNW School of Business, FHNW University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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Augusto, L., Santos, S., Santo, P.E. (2020). Willingness to Pay a Premium Price for Streaming Services: The Role of Trust in Services. In: Rocha, Á., Reis, J., Peter, M., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 167. Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_3

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