{"id":20566,"date":"2024-03-17T07:58:38","date_gmt":"2024-03-17T02:28:38","guid":{"rendered":"http:\/\/www.sachdevajk.in\/?p=20566"},"modified":"2024-03-17T07:58:38","modified_gmt":"2024-03-17T02:28:38","slug":"impact-of-netflix-content-on-personal-behaviour","status":"publish","type":"post","link":"http:\/\/www.sachdevajk.in\/?p=20566","title":{"rendered":"Impact of Netflix Content on Personal Behaviour"},"content":{"rendered":"

Title: Impact of Netflix content on Personal Behaviour<\/strong><\/p>\n

Authors<\/strong>: Akshaya Kardak – 83<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0Ruthu Anchan \u2013 65<\/p>\n

\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Rohan Pedini – 105<\/p>\n

Introduction<\/strong>:<\/p>\n

Netflix content has become a significant influencer of personal behavior, shaping attitudes, preferences, and even social interactions. Additionally, the accessibility and convenience of streaming services like Netflix contribute to their pervasive influence on individual behaviour. However, alongside the allure of binge-watching and easy access to captivating content comes a host of potential consequences, including disrupted sleep patterns, desensitization to certain stimuli, and impulsive subscription purchases driven by the platform’s addictive appeal. Understanding the intricate interplay between Netflix content and personal behaviour is essential for navigating the digital landscape of entertainment and its impact on individual well-being.<\/p>\n

Objective<\/strong>: To understand the underlying issues of the problem with the impact of Netflix content on personal behaviour.<\/p>\n

Literature<\/strong> review<\/strong>:<\/p>\n

1)Brand Love and Loyalty in the OTT Media Landscape<\/strong><\/p>\n

Malhotra, S (2021) states that the article looks into the changing environment of Over-The-Top (OTT) media platforms during the epidemic, emphasizing their critical role in transforming consumer behaviour and preferences. A sample study conducted in New Delhi investigates the impact of brand love on word of mouth, attitudinal loyalty, and behavioural loyalty among OTT platform users. The findings highlight the importance of brand affinity in promoting user engagement and loyalty, and provide insight on the revolutionary potential of digital media platforms in the entertainment business.<\/p>\n

2)<\/strong> Study on Behavioural Intention and Actual Usage of OTT video streaming <\/strong><\/p>\n

DEKA, P. K. (2023) states that the article discusses a study on the behavioural intention and actual usage of Over-the-Top (OTT) video streaming platforms in North-East India. The study utilized an extended version of the Unified Technology Acceptance and Use of Technology (UTAUT2) model to understand the factors influencing consumer behaviour. The study collected data from 564 OTT users and used SmartPLS v.4.0 for the analysis. The results showed that performance expectancy, social influence, hedonic motivation, and price value significantly influenced behavioural intention, while habit and content availability influenced actual usage. Additionally, age was found to positively moderate the relationship between behavioural intention and actual usage. The study makes a significant contribution to the understanding of consumer behaviour in the context of OTT platforms and suggests the relevance of the extended UTAUT2 model for predicting consumer behaviour.<\/p>\n

Data<\/strong> Collection<\/strong>:<\/p>\n

For the above problem, we have framed five questions on likert scale to be answered (1 to 5) within (strongly disagree to strongly agree) data was gathered from the students of Kohinoor Business School. 100 students were surveyed, for each question mean, Standard deviation, Standard error and Tstat was calculated.<\/p>\n

Data<\/strong> Analysis<\/strong>:<\/p>\n\n\n\n\n\n\n\n
\u00a0<\/td>\n\n

Question<\/strong> 1<\/strong><\/p>\n<\/td>\n

\n

Question 2<\/strong><\/p>\n<\/td>\n

\n

Question 3<\/strong><\/p>\n<\/td>\n

\n

Question 4<\/strong><\/p>\n<\/td>\n

\n

Question 5<\/strong><\/p>\n<\/td>\n<\/tr>\n

\n

Mean<\/strong><\/p>\n<\/td>\n

\n

2.4<\/p>\n<\/td>\n

\n

3<\/p>\n<\/td>\n

\n

2.95<\/p>\n<\/td>\n

\n

2.69<\/p>\n<\/td>\n

\n

2.3<\/p>\n<\/td>\n<\/tr>\n

\n

SD<\/strong><\/p>\n<\/td>\n

\n

1.32<\/p>\n<\/td>\n

\n

1.25<\/p>\n<\/td>\n

\n

1.37<\/p>\n<\/td>\n

\n

1.11<\/p>\n<\/td>\n

\n

1.35<\/p>\n<\/td>\n<\/tr>\n

\n

SE<\/strong><\/p>\n<\/td>\n

\n

0.13<\/p>\n<\/td>\n

\n

0.12<\/p>\n<\/td>\n

\n

0.14<\/p>\n<\/td>\n

\n

0.11<\/p>\n<\/td>\n

\n

0.14<\/p>\n<\/td>\n<\/tr>\n

\n

Tstat<\/strong><\/p>\n<\/td>\n

\n

-4.55<\/p>\n<\/td>\n

\n

0.00<\/p>\n<\/td>\n

\n

-0.37<\/p>\n<\/td>\n

\n

-2.80<\/p>\n<\/td>\n

\n

-5.18<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\u00a0<\/p>\n

Result 1: At 95% confidence level, Tstat is <-1.96 then it is Accept Negative.<\/p>\n

Result 2: At 95% confidence level, Tstat is <-1.96 then it is Accept Neutral.<\/p>\n

Result 3:\u00a0 At 95% confidence level, Tstat is <-1.96 then it is Accept Neutral.<\/p>\n

Result 4: At 95% confidence level, Tstat is <-1.96 then it is Accept Negative.<\/p>\n

Result 5:\u00a0 At 95% confidence level, Tstat is <-1.96 then it is Accept Negative.<\/p>\n

Conclusion<\/strong>:<\/p>\n

1) Students do not spend 2-3 hours daily on Netflix<\/p>\n

2) Students may or may not get influenced by the content<\/p>\n

3) Students sleep pattern may or may not has been disrupted<\/p>\n

4) Students have become sensitive.<\/p>\n

5) Students are not impulsively buying the subscription<\/p>\n

References:<\/strong><\/p>\n

DEKA, P. K. Study on Behavioral Intention and Actual Usage of OTT video streaming platforms in North-East India.\u00a0Journal of Management in Practice<\/strong>,\u00a0[s. l.]<\/em>, v. 8, n. 1, p. 1\u201326, 2023. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=3f8b5cc7-321a-3fe0-9c77-b122c58d09e5.<\/p>\n

MALHOTRA, S. \u201cDo You Love Binge-Watching It?\u201d: A Study of Brand Love for Over-The-Top (OTT) Media Platforms. Optimization: Journal of Research in Management, [s. l.], v. 13, n. 1, p. 50\u201357, 2021. Dispon\u00edvel em: https:\/\/research.ebsco.com\/linkprocessor\/plink?id=8ee32c9d-1375-303b-abdc-c7aae2f144b6.<\/p>\n

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Title: Impact of Netflix content on Personal Behaviour Authors: Akshaya Kardak – 83 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0Ruthu Anchan \u2013 65 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Rohan Pedini – 105 Introduction: Netflix content has become a significant influencer of personal behavior, shaping attitudes, preferences, and even social interactions. Additionally, the accessibility and convenience of streaming services like Netflix contribute to their pervasive… Continue reading Impact of Netflix Content on Personal Behaviour<\/span><\/a><\/p>\n","protected":false},"author":139275,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-20566","post","type-post","status-publish","format-standard","hentry","category-management","entry"],"_links":{"self":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/20566","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/users\/139275"}],"replies":[{"embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=20566"}],"version-history":[{"count":1,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/20566\/revisions"}],"predecessor-version":[{"id":20567,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=\/wp\/v2\/posts\/20566\/revisions\/20567"}],"wp:attachment":[{"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=20566"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=20566"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.sachdevajk.in\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=20566"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}