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

  • Luísa AugustoEmail author
  • Sara Santos
  • Pedro Espírito Santo
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (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.

Keywords

Streaming Willingness to pay premium price Trust Convenience Sophistication 

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Copyright information

© Springer Nature Singapore Pte Ltd. 2020

Authors and Affiliations

  • Luísa Augusto
    • 1
    Email author
  • Sara Santos
    • 2
  • Pedro Espírito Santo
    • 3
  1. 1.Centro de Estudos Em Educação, Tecnologias E Saúde, Instituto Politécnico de ViseuViseuPortugal
  2. 2.Instituto Politécnico de ViseuViseuPortugal
  3. 3.Instituto Politécnico de Coimbra, ESTGOHOliveira do HospitalPortugal

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