Cilt 8 Sayı 1 (2020): Business & Management Studies: An International Journal
Makaleler

FİLM VE DİZİLERİN ABONELİK TEMELLİ İZLEME MOTİVASYONLARI ÜZERİNE NİTEL BİR ÇALIŞMA: NEDEN SVOD?

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  • Mehmet Yalçın PARMAKSIZ,
  • İbrahim KIRÇOVA
Mehmet Yalçın PARMAKSIZ
Dr. Öğr., Yıldız Teknik Üniversitesi
İbrahim KIRÇOVA
Prof. Dr., Yıldız Teknik Üniversitesi
DOI: https://doi.org/10.15295/bmij.v8i1.1434

Yayınlanmış 2020-03-25

Anahtar Kelimeler

  • SVOD, Piracy, Netflix, Cinema, Movie
  • SVOD, Korsan, Netflix, Sinema, Film

Nasıl Atıf Yapılır

PARMAKSIZ, M. Y., & KIRÇOVA, İbrahim. (2020). FİLM VE DİZİLERİN ABONELİK TEMELLİ İZLEME MOTİVASYONLARI ÜZERİNE NİTEL BİR ÇALIŞMA: NEDEN SVOD?. Business & Management Studies: An International Journal, 8(1), 779–802. https://doi.org/10.15295/bmij.v8i1.1434

Özet

İnternete erişen kullanıcı sayısının her geçen gün artması ve bulut teknolojilerinin yaygınlaşması eğlence sektöründeki içeriklerin tüketimini de etkilemiştir. Aboneliğe dayalı talebe bağlı video (SVOD) olarak adlandırılan ve internet üzerinden akış şeklinde sunulan Netflix ve benzeri markaların video içerikleri sayesinde, birçok kullanıcının tercihi televizyon ve sinemadan SVOD platformlarına kaymıştır. Türkiye’de de 1,5 milyondan fazla abone sayısına sahip olduğu tahmin edilen SVOD servisleri sayesinde korsan servislerle film ve dizi içeriğine erişen kullanıcı sayısında da azalmalar görülmüştür. Araştırmamızda, tüketicilerin aylık abonelik ücretleri ödeyerek, akış yöntemiyle veya çevrimdışı erişim sağladığı SVOD servisleri üzerinden ücretli izleme motivasyonları incelenmektedir. Kalitatif araştırmalardaki veri toplama yöntemlerinden odak grup görüşmeri kullanılarak içerik analiz yapılmış, böylece SVOD servislerinin kullanım niyetine etki eden faktörlere cevap aranmıştır. Tüketicilerin SVOD kullanım motivasyonları algılanan içerik kalitesi, çaba beklentisi, fiyat algısı, hazcı güdülenme ve algılanan faydalılık olmak üzere 5 ana tema altında incelenmiştir.

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