Papies and Clement (2008)
|Papies and Clement (2008)
|Adoption of New Movie Distribution Services on the Internet
|Papies, D., Clement, M.
|Papies, D., & Clement, M. (2008). Adoption of new movie distribution services on the Internet. Journal of Media Economics, 21(3), 131-157.
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|About the Data
|Researchers gathered a representative sample of downloaders, whose intentions to adopt a movie download service were measured empirically. Researchers used scenarios that communicate the hypothetical product features of a legal movie download service in an online questionnaire that was posted on the company’s Website.
Most respondents were obtained from a major mainstream German Website for music downloads. The questionnaire was distributed online in November and December of 2006 and yielded 1,050 from visitors to the website and a popular German movie magazine, which was included to extend the scope of the sample and to reach movie lovers.
The final sample had an average age of 33.9 years and compares well with the characteristics of German downloaders. 61.6% were men and less than 10% did not use broadband Internet access.
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Although the Internet features excess demand for media, especially movie downloads, the motion picture industry lacks sustainable business models for this market. An enriched form of the theory of planned behavior can identify drivers of consumer intentions to adopt a legal movie download service. Using a large data set, this study estimates structural equation model parameters. The magnitude of specific influences is subject to unobserved heterogeneity, according to a finite mixture approach with partial least squares estimation. Not only attitude, but also social influence, perceived technical feasibility, innovativeness, compatibility, and past behavior drive adoption decisions.
Main Results of the Study
- The theory of planned behavior, in combination with Rogers’s (2003) innovation criteria, helps explain adoption intentions in the context of media innovations. * Product complexity negatively influences intentions to adopt, which suggests that providers should focus on the ease of use of movie downloads. * Users with digital experience are most likely to adopt the new service, so studios should not address those consumers who exhibit a strong consumption of movies in general, but rather consumers who use digital downloads. Marketing campaigns should target online candidates because they will be attracted to new services rather than current heavy users/movie lovers.* These findings do not support the industry’s widespread fear that the introduction of an attractive movie download shop would lead to immediate cannibalization.
Policy Implications as Stated By Author
- Consumers are interested in legal movie downloads. If the motion picture industry does not enter this market quickly with a competitive offer, the growing economics of piracy will continue.
Coverage of Study
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|November to December 2006