Streaming quality unveiled: a grounded theory approach to deciphering video on demand service attributes
In the fiercely competitive domain of online entertainment, Video-on-Demand (V-o-D) services are swiftly evolving to secure a significant market position. Despite the extensive literature on service quality and its impact on consumers’ consumption patterns, the specific attributes perceived by consu...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2025-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2025.2498626 |
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| Summary: | In the fiercely competitive domain of online entertainment, Video-on-Demand (V-o-D) services are swiftly evolving to secure a significant market position. Despite the extensive literature on service quality and its impact on consumers’ consumption patterns, the specific attributes perceived by consumers to assess V-o-D service quality remain unexplored. The current research endeavours to fill this gap through a comprehensive qualitative investigation and exploration of the V-o-D service quality attributes. Employing grounded theory methodology, this study engaged in qualitative exploratory investigations to extract detailed perspectives from V-o-D users. This methodological approach facilitated a nuanced exploration of the attributes consumers deemed crucial in assessing V-o-D service quality. The qualitative investigation yielded six attributes as the key study findings. These are: Sharing, Regulation Standards, Program genre, Pricing, Ease of Usage, and Assortment. The research offers pivotal insights for providers of internet-based entertainment services, highlighting the critical attributes that influence consumer evaluations of service quality in the V-o-D sector. |
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| ISSN: | 2331-1975 |