Research has been conducted on the analysis of consumer behavior in subscription-based content distribution services, especially in the rapidly expanding subscription video on demand (SVOD) services, based on consumer behavior models such as the theory of planned behavior. However, it is limited to the estimation of consumers’ future behavioral intentions at the time of the survey. Therefore, this study attempts to analysis the decision-making process of consumers by means of a covariance structure analysis, using single-source data that includes not only behavioral intentions but also actual behavior as measured data. Based on the observed data of actual behavioral change, behavioral intention and behavior are made into factor variables, and the effectiveness of the application of the consumer behavior model based on the Theory of Planned Behavior to marketing is examined.
Research papers (academic journals)
