Evaluation of consumer usage behavior for interactive entertainment: A Netflix case study

Abstract

The streaming business has been continuously rising in the market and movie streaming applications are trying to break boundaries. Netflix, one of the top streaming platforms hence created the interactive entertainment like Bandersnatch and Kaleidoscope to compete with the close call streaming platform market. As interactive entertainment continues to gain popularity, questions regarding how it affects user acceptance and satisfaction are being raised. Using the UTAUT2 model, this study analyzed the usage behavior of 847 valid respondents. Analyzing the latent variables simultaneously, structural equation modeling was considered to completely assess the usage behavior among users towards interactive entertainment. Results showed that facilitating conditions aside from behavioral intentions prompted the most significant factor, followed by hedonic motivation, habit, performance expectancy, and social influence. It was also seen that price value played a significant role with the account sharing capabilities provided by Netflix. Results have shown that watching interactive entertainment is a pleasant experience, wherein consumers would engage with the type of movies or series frequently when available and will spend more time in watching it. This presented a positive purchase intention for an account on Netflix when they are provided with more interactive entertainment among users. With Netflix’s establishment of the new way of entertainment, this study would provide a benchmark analysis of how likely people would consider interactive entertainment. Moreover, the findings of this study could be utilized by other streaming platforms, especially the companies that wanted to consider the path of future entertainment through interactive entertainment.