The Effect of Content Consumption Format on Reconsumption

• Author / Creator

  Safarpour, Niusha

• consumption (e.g., watching a television show, reading a book) is a prevalent behaviour among consumers. This dissertation focuses on the consumption of digital video content (e.g., YouTube videos, television shows), and examines two common behaviours in this context: content consumption format (i.e., bingeing: watching two or more episodes at a time; or not bingeing: watching a single episode at a time) and reconsumption (i.e., watching the same content again). Prior work does not provide a comprehensive examination of these two behaviours, nor does it investigate how and why content consumption format might influence reconsumption. This research examines the underresearched area of content consumption in marketing and develops a conceptual framework for investigating the relationship between these two behaviours. First, I offer a thorough review of the literature on content consumption format and reconsumption and identify gaps in the literature. Second, I develop a conceptual framework and present propositions about how and why content consumption format (bingeing vs. non-bingeing) might impact reconsumption. Third, in a series of controlled experiments, I investigate the effect of content consumption format on the desire to reconsume. The experiments reveal that non-binge content consumption (vs. binge content consumption) increases anticipation. In turn, this enhances enjoyment and ultimately leads to a higher desire to reconsume. Fourth, I analyze two secondary datasets from Netflix to draw parallels between the experimental paradigm and real-world behaviour, further providing evidence for the propositions of this research.

• Subjects / Keywords

  • Marketing
  • content consumption
  • content reconsumption

• Graduation date

  Fall 2024

• Type of Item

  Thesis

• Degree

  Doctor of Philosophy

• DOI

  https://doi.org/10.7939/r3-qpb5-yg91

• License

  This thesis is made available by the University of Alberta Library with permission of the copyright owner solely for non-commercial purposes. This thesis, or any portion thereof, may not otherwise be copied or reproduced without the written consent of the copyright owner, except to the extent permitted by Canadian copyright law.