Brand Characteristics, Perceived Quality of Freemium Users, and Premium Service Purchase Intention: The Case With Netflix Users

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dc.contributor.authorDogan, Sahika
dc.date.accessioned2026-04-04T18:48:42Z
dc.date.available2026-04-04T18:48:42Z
dc.date.issued2024
dc.description.abstractThe rising popularity of online video streaming services challenge the dominancy of traditional television channels due to changing television viewing trends, as personalized individual services have also been integrated into online video streaming. This study aims to explore potential relationships between brand related characteristics, perceived quality and purchase intention among freemium online video streaming service users in the context of Netflix. Considering the changes in television viewing trends and the impressive amount of revenue drawn by the Netflix company from the Turkish audience, it is important to reveal which factors encourage free users to purchase paid membership. Findings revealed significant relationships between brand image, components of perceived quality (user friendliness, visual design, operation speed and safety) and purchase intention; while it was found that brand loyalty does not impact on users’ purchasing decisions. © 2025 by IGI Global Scientific Publishing. All rights reserved.
dc.identifier.doi10.4018/979-8-3373-0086-3.ch013
dc.identifier.endpage298
dc.identifier.isbn979-833730088-7
dc.identifier.isbn979-833730086-3
dc.identifier.scopus2-s2.0-105004964592
dc.identifier.scopusqualityN/A
dc.identifier.startpage279
dc.identifier.urihttps://doi.org/10.4018/979-8-3373-0086-3.ch013
dc.identifier.urihttps://hdl.handle.net/11411/10289
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherIGI Global
dc.relation.ispartofDigital Transformation and Innovation in Emerging Markets
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20260402
dc.subjectBrand Image
dc.subjectFreemium
dc.subjectIndividual Service
dc.subjectNetflix
dc.subjectOnline Video Streaming
dc.subjectPerceived Quality
dc.subjectPurchase Intention
dc.subjectTelevision Channel
dc.subjectTurkishs
dc.subjectVideo Streaming Services
dc.titleBrand Characteristics, Perceived Quality of Freemium Users, and Premium Service Purchase Intention: The Case With Netflix Users
dc.typeBook Chapter

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