Exploring The Continuous Subscription Intention Of Netflix Mobile Streaming App: An Integrated Framework Of Advertising Value And Relationship Quality Perspectives

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.