ArticlePloS one2025
Explaining subscription intention for video streaming platforms in China: Integrating the UTAUT2 model, perceived value theory, and S-O-R theory.
Article in PloS one, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 2 papers.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Who cites it
2 citing papers in PubMed.
- Research on user acceptance intention of artificial intelligence generated content for museum cultural and creative products.PloS one · 2026Article
- The Interaction Mechanism of Short Video Platform Usage Experience on the Subjective Well-Being of China's Rural Elderly.Scientific reports · 2025Article
Corrections and comments
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Authors and funding
4 authors.
Funding
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Abstract
purposeThis study examines the factors influencing the intention to subscribe to video streaming platforms in China through integrating the extended unified theory of acceptance and use of technology (UTAUT2), perceived value theory, and stimulus-organism-response (S-O-R) theory. DESIGN/METHODOLOGY/APPROACH: A quantitative study was conducted to test the hypothesized relationships among the constructs using partial least squares structural equation modeling (PLS-SEM). The sample included 506 viewers of video streaming platforms.
findingsThe results showed that performance expectancy, effort expectancy, social influence, and hedonic motivation had a positive relationship with subscription intention in video streaming platforms. Additionally, perceived value mediated these relationships. Also, habit was positively related to subscription intention. Finally, the attractiveness of alternatives moderated the relationship between perceived value and subscription intention of video streaming platforms in China. ORIGINALITY/VALUE: This study introduces a moderated mediation mechanism to explain the intention to subscribe to video streaming platforms in China, utilizing the UTAUT2 model, perceived value theory, and S-O-R theory.
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Registered trials
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