Still watching?: A study on the post-adoption switching intention of Netflix subscribers in Metro Manila, Philippines using the perspective of the push-pull-mooring Framework - The moderating roles of age, household size, and income

• Main Authors: Baello, Juliana Kelly S., Dagdag, Ameerah Hanh J., Dayleg, Margarita Antonia S., De Guzman, Therese M.
• Format: text
• Language: English
• Published: Animo Repository 2023
• Subjects: Netflix (Firm); Streaming video; Consumer behavior; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_dsi/162; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1165/viewcontent/Still_Watching__3_A_Study_on_the_Post_adoption_Switching_Intention_Redacted.pdf
• Institution: De La Salle University

The adoption and competition of Over The Top (OTT) Services have constantly been increasing. However, Netflix has been facing decreasing membership subscriptions. Through this study, the researchers focused on several factors that may influence the switching intention of Netflix subscribers, and the...