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Watch This! The Influence of Recommender Systems and Social Factors on the Content Choices of Streaming Video on Demand Consumers

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Innovation Through Information Systems (WI 2021)

Part of the book series: Lecture Notes in Information Systems and Organisation ((LNISO,volume 47))

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Abstract

Streaming Video-on-demand (SVOD) services are getting increasingly popular. Current research, however, lacks knowledge about consumers’ content decision processes and their respective influencing factors. Thus, the work reported on in this paper explores socio-technical interrelations of factors impacting content choices in SVOD, examining the social factors WOM, eWOM and peer mediation, as well as the technological influence of recommender systems. A research model based on the Theory of Reasoned Action and the Technology Acceptance Model was created and tested by an n = 186 study sample. Results show that the quality of a recommender system and not the social mapping functionality is the strongest influencing factor on its perceived usefulness. The influence of the recommender system and the influence of the social factors on the behavioral intention to watch certain content is nearly the same. The strongest social influencing factor was found to be peer mediation.

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Notes

  1. 1.

    https://www2.deloitte.com/content/dam/Deloitte/lt/Documents/technology-media-telecommunications/LT_DI_Digital-media-trends-13th-edition.pdf [accessed: 25.10.2020].

  2. 2.

    https://doi.org/10.13140/RG.2.2.26579.60966.

  3. 3.

    https://www2.deloitte.com/content/dam/Deloitte/lt/Documents/technology-media-telecommunications/LT_DI_Digital-media-trends-13th-edition.pdf [accessed: 25.10.2020].

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Author information

Authors and Affiliations

  1. Management Center Innsbruck, Management, Communication and IT, Innsbruck, Austria

    Raphael Weidhaas, Stephan Schlögl & Teresa Spieß

  2. Faculty of Information Technology, University of Jyväskylä, Jyväskylä, Finland

    Veikko Halttunen

Authors
  1. Raphael Weidhaas
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  2. Stephan Schlögl
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  3. Veikko Halttunen
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  4. Teresa Spieß
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Corresponding author

Correspondence to Raphael Weidhaas .

Editor information

Editors and Affiliations

  1. Faculty of Business Administration and Economics, University of Duisburg-Essen, Essen, Germany

    Frederik Ahlemann

  2. Faculty of Business Administration and Economics, University of Duisburg-Essen, Essen, Germany

    Reinhard Schütte

  3. Department of Computer Science and Applied Cognitive Science, University of Duisburg-Essen, Duisburg, Germany

    Stefan Stieglitz

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Weidhaas, R., Schlögl, S., Halttunen, V., Spieß, T. (2021). Watch This! The Influence of Recommender Systems and Social Factors on the Content Choices of Streaming Video on Demand Consumers. In: Ahlemann, F., Schütte, R., Stieglitz, S. (eds) Innovation Through Information Systems. WI 2021. Lecture Notes in Information Systems and Organisation, vol 47. Springer, Cham. https://doi.org/10.1007/978-3-030-86797-3_49

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  • DOI: https://doi.org/10.1007/978-3-030-86797-3_49

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-86796-6

  • Online ISBN: 978-3-030-86797-3

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