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  • 1.
    Fahlén, Anna-Karin
    et al.
    Mälardalen University, School of Business, Society and Engineering.
    Frykberg, Ellen
    Mälardalen University, School of Business, Society and Engineering.
    Mattsson, Douglas
    Mälardalen University, School of Business, Society and Engineering.
    Hooked on streaming – En kvantitativ studie om bidragande faktorer till återkommande köp av streamingtjänster2019Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Abstract Date: Level: Institution: Authors: Title: Tutor: Keywords: Research question: Purpose: Method: Conclusion: 2019-06-06 Bachelor thesis in Business Administration, 15 cr School of Business, Society and Engineering, Mälardalen University Anna-Karin Fahlén Ellen Frykberg Douglas Mattsson (93/05/01) (90/05/11) (94/10/15) Hooked on streaming – A quantitative study on contibuting factors of repeat purchasing of streaming services Aswo Safari Repeat purchasing, Trust, Habit, Satisfaction, Streaming, SVOD Which factors affect consumers’ repeat pruchasing within the SVOD market? The purpose of this study was to investigate which factors affect consumers’ repeat pruchasing within the SVOD market. The study was conducted through a quantitative method with a deductive approach. A survey was conducted with 173 respondents. The result was analyzed through a bivariate multiple linear regression analysis. Three factors were shown to affect repeat purchasing. These were satisfacion, trust and habit. Satisfaction was shown to have the strongest effect on repeat purchasing. The conclusion can thereby be drawn that satisfaction is the most important contributing factor to repeat purchasing.

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