Journal of Retailing and Consumer Services 41 (2018) 296–304

Contents lists available at ScienceDirect

Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

Streaming apps: What consumers value T

a,⁎ b
Adesegun Oyedele , Penny M. Simpson
a
University of the Incarnate Word, H-E-B School of Business and Administration, 4301 Broadway, San Antonio, TX 78209, United States
b
College of Business, University of Texas Rio Grande Valley, 1201 West University Dr., Edinburg, TX 78539-2999, United States

A R T I C L E I N F O A B S T R A C T

Keywords: Streaming apps are increasingly mainstream but little research exists about how users value them. This study fills
Consumption values that research gap by examining effects of perceived consumption values and self-identity related to streaming
Identity salience apps on likelihood of recommending and using streaming apps. All consumption values as well as identity
Streaming apps salience were found to have effects on recommendation likelihood. The findings suggest that managers of
Self service
streaming apps should provide consumers with a clear message about how their streaming apps provide differing
consumption values to customers and find ways to ensure their streaming apps are salient to the self-identity of
their customers.

1. Introduction of self-identity and socialization for some consumers. As Hesmondhalgh

Revenue from video and music streaming retail services has
exploded in the last few years with growth expected to continue
globally. Sales are expected to grow from $30.3 billion in 2016 to
$70 billion by 2021 for video streamers (Marketsandmarketscomcom,
2016) and from $2.89 million in 2015 to $16.4 billion in 2020 for music
streamers (Ingham, 2015). The largest streaming services include
YouTube with 800 million users, Spotify as the top music streamer
with 30 million subscribers (IFPI.org, 2016) and Netflix with 75 million
video streaming subscribers worldwide (Popper, 2016). The video and
music delivery services are made possible by entertainment streaming
applications (ESAs), which are software platforms that allow users to
access and run content on demand from any location using internet-
connected devices such as computers, smartphones and smart TVs.
ESAs contain video content, including movies, and TV shows, or music
and allow consumers to watch or listen to whatever they want,
whenever and wherever they want. Using and updating apps is simple:
download the app to an internet-connected device then create a profile
and update features as needed.
Clearly, ESAs provide consumers with value. Some consumers may
especially value video apps as an economical alternative to movie-
going, others may more strongly value the convenience of viewing
thousands of videos at anytime, anywhere; yet, others may consider
entertainment the most valued attribute of ESAs. ESAs may also provide
social value to consumers who can knowledgeably discuss with others
the latest movies, TV shows or songs—or be seen consuming them
because viewing movies or listening to music may be an important part
(2008, p 342) writes, “Music, like other cultural forms, provides
opportunities for people to make connections with each other, to enrich
their inner lives, and even in some cases, to enhance a sense of
community.” If music and movies/shows can be important to self-
identity, the value derived from the ESAs may also be important to self-
identity.
Apps are likely associated with self-identities according to Gardner
and Davis (2014) in their research about today's youth, they term the
App Generation. For the App Generation, every day is arranged and
organized based on content delivered through online apps—everything
from checking the weather to selecting restaurants to arranging for car
rides or connecting to family and friends. These apps are both enabling
and disabling in terms of self-identity, imagination and intimacy; but,
according to the authors, “the apps arrayed on a person's smartphone or
tablet represent a fingerprint of sorts—only instead of a unique pattern
of ridges, it's the combination of interests, habits and social connections
that identifies a person.” (p. 60). Moreover, a person's apps configura-
tion represents their personalized, self-packaged image or self-identity.
Thus, in the same way that possessions define the self (Belk, 1988), apps
define the self in the digital world.
Along with hardware and software, application environments are
information technologies (IT) that have been theoretically and empiri-
cally linked to self-identity in the IT literature. Carter and Grover
(2015, p. 932) conducted an extensive review of the IT- identity
research to find 50 articles in major IS journals that examined IT as a
medium, a determinant or a consequent of self-identity. In the end, the
authors sided with a few other researchers such as Jones and Karsten

⁎
Corresponding author.
E-mail addresses: adesegun@gmail.com (A. Oyedele), penny.simpson@utrgv.edu (P.M. Simpson).

http://dx.doi.org/10.1016/j.jretconser.2017.04.006
Received 20 October 2016; Received in revised form 18 February 2017; Accepted 9 April 2017
Available online 03 May 2017
0969-6989/ © 2017 Elsevier Ltd. All rights reserved.
A. Oyedele, P.M. Simpson
(2008), Schwarz and Chin (2007) and Walsh et al. (2010) to propose
that IT is ‘a part of the self’ and to develop a theoretical framework of
the IT self-identity based on empirical findings. The theoretical model
explains the relationship of IT self-identity, defined as “the extent to
which an individual views use of an IT as integral to his or her sense of
self”, to antecedents such as functionality, self-efficacy and rewards and
to behaviors such as IT use. These authors suggest that people develop
many different IT identities depending on the salience of the specific IT
and encourage research to better understand the relationship of
specific, salient information technologies to social structures. This is
especially important to explore in today's world where “technological
developments allow a consumer to extend the self in ways only science
fiction writers envisioned 25 years ago” (Sheth and Solomon, 2014, p.
130). Thus, this research adopts Carter and Grover (2015) conceptua-
lization of IT self-identities and addresses their call for understanding
the relationship between different ITs, in this case ESAs, and self-
identity to better understand “how IT is embedded in social structures”
(p. 942).
Despite the increasingly widespread use of ESAs, little is known in
the academic literature about the relationship of self-identity and
perceived value of ESAs or any apps and their use. To address this
gap, three key questions merit research: Which perceived values are
important in understanding consumers’ disposition toward the stream-
ing apps? What is the role of self-identity in value and use of self-service
streaming apps? and Do perceived values and self-identity affect actual
usage and recommendation of the apps? The goal of this study is to
answer these questions by drawing from research on perceived value
(e.g., Holbrook, 1999; Sweeney and Soutar, 2001; Sheth et al., 1991),
from identity theory and identity salience (e.g., Arnett et al., 2003;
Reed, 2004; Stryker and Burke, 2000) and from research regarding
mobile devices.
By answering these questions, this research contributes to the
literature first by answering the call for perceived value research in
varying contexts (e.g., Sánchez-Fernández and Iniesta-Bonillo, 2007;
Sweeney and Soutar, 2001) to identify value factors important to ESA
services. Second, and most importantly, this study uniquely contributes
to the literature by considering the role of self-identity in mediating
perceived value and behavior. Third, this study may be a starting point
for further research in understating the relevance of apps, especially for
the new App Generation. Thus, the results of this study should provide
insights about which dimensions of perceived value are important to
aid managers in developing digital marketing campaigns for ESAs and
contemporary e-commerce websites, especially as they relate to digi-
tally-connected consumer self-identity.
2. Perceived value and identity theory
Carter and Grover (2015) theoretical framework posits antecedents
to IT self-identity as IT characteristics and IT experience, including
computer self-efficacy and actualized rewards including enjoyment,
which are proposed to lead to IT use among other behavioral
consequences. The Carter and Grover proposed antecedents are general-
ized (i.e., functionality, malleability, mobility, etc.); however, and an
understanding of the specific values derived from ITs, or ESAs, may be
more helpful from a consumer value perspective. Numerous studies
have been conducted about perceived value and its dimensions since
Zeithmal's (1988, p. 14) first defined value as consumer's “overall
assessment of the utility of a product based on the perceptions of what
is received and what is given”. Fortunately, a few scholars have
synthesized the many studies about perceived value to provide order
to the research stream. Gummerus (2013) identified four streams of
perceived value research based on outcomes. Most applicable to this
research is the stream Gummerus calls ‘value as experience outcomes’
where the focus is on understanding the cognitive and affective
components of value derived from using a product or service.
Sánchez-Fernández and Iniesta-Bonillo (2007) provided a model for
297
Journal of Retailing and Consumer Services 41 (2018) 296–304
understanding perceived value research streams based on dimension-
ality. The unidimensional streams include price-based research (desig-
nated as Monroe's research stream) and means-end theory research
(designated as Zeithaml's (1988) approach) and the multidimensional
streams include means-end theory value hierarchical; utilitarian and
hedonic; axiology or value theory; consumption value theory (Sheth
et al., 1991) and Holbrook's (1999) typology of consumer perceived
value.
These perceived value research reviews and related research suggest
two conclusions for research regarding ESAs. First, because ESAs create
a relative, reactive, technology-based experience whereby the music or
video content likely effects users cognitively and affectively, the value
of ESAs should be examined as experienced outcomes in Gummerus
(2013) categorization. Models within this research stream are typically
based on Holbrook's (1999) value dimensions of economic, social,
hedonic, and altruistic or Sheth et al.’s (1991) dimensions of functional,
emotional, conditional, social and epistemic value. Second, Holbrook's
multidimensional typology is especially important to this ESA research
because, as Sánchez-Fernández and Iniesta-Bonillo (2007, p. 439) note,
the view “implies an interaction between a subject (the consumer) and
an object (the product); it is comparative, personal, and situational
(specific to the context) and it embodies a preference judgement.” Thus,
perceived value research should be conducted in various contexts and
should examine effects of multiple dimensions including utilitarian/
functional, emotional/affective and monetary/price perceived value on
experienced outcomes.
In the context of this research, two other dimensions of perceived
value are also likely to be important: cognitive effort and social value.
In the technology acceptance model sense (Davis, 1989), cognitive
effort is likely important because ESAs require some effort to find,
download, and to learn to operate and use. Although social value is a
perceived value dimension in both Holbrook (1999) and Sheth et al.
(1991) frameworks, the dimension has not always been found signifi-
cant in an online context (e.g. Pura, 2005; Mohd-Any et al., 2015).
Social value is likely important, however, in the context of ESAs for two
primary reasons. First, movies and songs are common topics in social
conversations so that having seen the latest movies or heard popular
songs may serve as a source of social connections. Second, ESA usage is
apparent by the use of earbuds and attention to a mobile device which
may signal a social connotation about the ESA user to others. However,
the social value derived from using ESAs, may be important only to the
extent that ESAs are congruent with and reinforce a music or video self-
identity role. In other words, the social value, in and of itself is not
important, but rather as a means for ESA users to strengthen their self-
identity as a music/film lover or as digitally-connected as suggested by
identity theory.
While no known studies have examined perceived value as related
to identity importance, identity theory and empirical research suggests
a relationship. Identity theory explains that individuals are influenced
by society to construct multiple identities or roles depending upon the
salient network of relationships with the roles created. These identities
or ‘self-identities’ are “composed of the meanings that persons attach to
the multiple roles they typically play in highly differentiated contem-
porary societies” (Stryker and Burke, 2000, p. 284); they are hierarch-
ical, with some roles more salient than others depending on activation
or context, and self-identities that are salient affect behaviors that
reinforce those salient identities (see Brenner et al. (2014) and Stryker
and Burke (2000) for reviews of the theory).
Identity salience is also related to consumption behavior, including
mundane consumption, as modeled by Kleine et al. (1993). Their study
found that salient identity-related possessions (through the self-esteem
created by the possessions), social connections and media usage
positively affects identity salience which then impacts frequency of
identity related behaviors. These findings and self-identity theory
suggests that products are attractive insofar as they match and enhance
a salient identity (Kleine et al., 1995). Kleine et al. (1993) study
A. Oyedele, P.M. Simpson
eventually resulted in a study by Laverie et al. (2002) which proposed
and substantiated a model where the cognitive appraisal of a product
affects emotional responses then identity salience.
These identity-related theories and frameworks suggest that ESAs
will likely be important in affecting behavior for two major reasons.
First, for many consumers, music or videos are important to self-
identity which may mean that ESAs, which are inextricably linked to
the video/audio content, are important contributors to self-identity
(e.g., Hesmondhalgh, 2008). For example, one study tracked the
literature to conclude that the psychological functions of music are
cognitive, emotional and social and that the social functions of music
are manifest in the management of self-identity, interpersonal relation-
ships and mood (Hargreaves and North, 1999, p. 79) and that “Music
plays a clear part in the formulation and expression of self-identity.”
Even broader, research in marketing suggests that numerous consump-
tion activities, including movies and computers, may be ‘loved’ and will
play an important role in creating self-identities (i.e., Ahuvia, 2005;
Belk, 2013). Second, knowing and being able to discuss popular songs
and movies as well as being perceived as engaging in the streaming
media may be perceived to influence others, which may in turn,
encourage use of ESAs as a means of enhancing social status among
other music and video aficionados.
3. Conceptual framework and hypotheses
Drawing primarily on the perceived value frameworks of Holbrook
(1999) and Sheth et al. (1991) and on identity theory, this research
developed and tested the model shown in Fig. 1 within the context of
ESAs. The model proposes that the multiple dimensions of cognitive
effort, convenience value, emotional value, and monetary value
identified by prior research are likely to affect ESA usage and
recommendation likelihood. Uniquely, this study also proposes a
relationship between social and emotional value and identity salience,
which in turn, effects usage and recommendation of ESAs.
Cognitive
effort
H1a
H1b
Convenience H2a Hours of use
value
H2b
H3a
Monetary
value
H3b
H5a Recommend
Emotional
H5b
value H4a
H4b
H5c
Identity
Social value H6
Salience
Fig. 1. Model of perceived value and identity salience of streaming apps.
298
Journal of Retailing and Consumer Services 41 (2018) 296–304
3.1. Cognitive effort
Ease of use is an important variable in the widely-used technology
acceptance model (TAM) (Davis, 1989) and is defined as “the extent to
which a person believes that using a technology will be free of effort”
(Venkatesh, 2000, p. 344). In line with this definition, perceived value
research has examined user's cognitive effort to find significant affects
in differing online contexts. For example, Mohd-Any et al. (2015) found
cognitive effort to be a significant contributor to eValue which was
comprised five different perceived value dimensions and both Cho and
Fiorito (2009) and Tseng (2015) found cognitive effort or ease of use to
be relevant in intention to use online and mobile self-service technol-
ogy. Given the robust prior findings, then:
H1a. The perceived cognitive effort of using streaming apps is negatively
related to streaming apps usage rate.
H1b. The perceived cognitive effort of using streaming apps is negatively
related to likelihood of recommending streaming apps.
3.2. Convenience value
Collier et al. (2013) defined convenience value as consumers’
perception of the time and effort required to find and facilitate use of
self-service technologies. The convenience value of easily accessing
content anywhere, anytime has been found important in previous
studies of mobile and self-service technologies so should apply to ESA
use as well. For example, convenience value was important to online
shipping behavior (Chiang and Dholakia, 2003), to purchase intentions
for mobile fund-transfers (Laukkanen and Lauronen, 2005), to mobile
content services (Pura, 2005), and to mobile entertainment services
(Pihlström and Brush, 2008).
Consumers perceiving convenience value from ESAs should use the
apps more and be likely to recommend the apps to others as suggested
by other studies. For instance, Hahn and Kim (2009) found a strong
relationship between perceived internet convenience value and con-
sumer intention to recommend online apparel shopping and Loureiro
et al. (2014) found that perceived usefulness, control and convenience
value were predictors of intention to use and recommend online
banking. This background suggests:
H2a. The perceived convenience value of streaming apps is positively related
to streaming apps usage rate.
H2b. The perceived convenience value of streaming apps is positively related
to likelihood of recommending streaming apps.
3.3. Monetary value
Whether termed price/monetary, economic or value for money, the
actual dollar cost relative to the benefits of a product or service has
been well-substantiated in the literature as a perceived value dimension
in perceived value theory. The perceived monetary value of ESAs
should affect usage rate since most streaming services have varying
levels of subscription prices ranging from free to a relatively small
monthly charge for unlimited use although charges for specialized or
new release items may apply. However previous studies have found
varied effects of monetary value in explaining consumer preferences
and choice. For instance, comparative price was found to have positive
effects (Mathwick et al., 2001), negative effects (Sweeney et al., 1997)
and limited effects (Pura, 2005).
Nevertheless, perceived monetary value should affect the likelihood
that consumers will recommend ESAs to others based on findings such
as Finn et al.’s (2009) and Luo et al.’s (2011) findings that perceived
economic value and customer satisfaction predicted intension to
recommend e-commerce websites. Thus, previous studies and theory
suggest:
A. Oyedele, P.M. Simpson
H3a. The perceived monetary value of streaming apps is positively related to
the streaming apps usage rate.
H3b. The perceived monetary value of streaming apps is positively related to
the likelihood of recommending the apps to others.
3.4. Identity salience
As mentioned previously, identity salience relates to both the social
self that individuals create and identity roles that may be most relevant
at a given time as activated by various conditions and contexts.
Accordingly, consumers whose identities are associated strongly with
ESAs will likely use ESAs more often and will be more likely to
recommend them to others based on identity theory and some research
as mentioned previously. Prior research has found that consumers have
developed identifications associated with possessions (Belk, 2013),
brands (e.g. Lam et al., 2010), a university (Arnett et al., 2003) and
even companies (Bhattacharya and Sen, 2003) among other contexts
which led to a variety of outcomes including behavior frequency and
recommendations. For example, identity salience effects have been
found on frequency of identity-related behaviors in student-athletes
(Kleine et al., 1993), frequency of attendance at basketball games
(Laverie and Arnett, 2000), donations and word-of-mouth about a
university (Arnett et al., 2003), music sharing on social platforms (Lee
et al., 2011) and on sharing of images/photos of brands on social
platforms (Drenten, 2012).
Some studies specific to mobile devices found linkages between self-
identity factors and ESA attachment, value or use. Examples include the
need for self-esteem or identity projection effects on attachment to
smartphones and perceived value of mobile apps (Tojib et al., 2015);
self-monitoring behavior and projection of personal image and appear-
ance effects on mobile devices and apps use (Hahn and Kim, 2013);
need for projection of personal image and self-monitoring behavior
effects on mobile devices attachment and mobile app usage (Kim et al.,
2013); and need for “belongingness” positive effects on adoption and
usage of branded mobile apps (Peng et al., 2014). Together, theory and
prior studies suggest:
H4a. The strength of identity salience with self-service streaming apps is
positively related to the usage rate of self-service streaming apps.
H4b. The strength of identity salience with self-service streaming apps is
positively related to the likelihood of recommending self-service streaming
apps.
3.5. Emotional value
Emotional value is related to the affect including the fun and
enjoyment customers derive from using a product or service (Holbrook,
1999; Sheth et al., 1991) and is an important dimension in both Sheth
et al.’s (1991) and Holbrook's (1999) perceived value frameworks.
Because ESAs are specifically designed to deliver entertainment and
enjoyment, the emotional value derived from using ESAs will likely
affect identity salience, ESA usage and likelihood of recommending
ESAs to others as suggested by identity theory and consumption value
theory.
Research has found that consumers derive emotional value from the
process of searching for and using online services (Dabholkar and
Bagozzi, 2002) and that emotional value effects consumer responses
such as intention to use mobile banking services (Laukkanen, 2006),
intention to use a location-based mobile service (Pura, 2005) and
involvement in self-service technology co-creation activities (Mohd-Any
et al., 2015). In addition, perceived emotional value has been found to
affect identity salience as indicated by social identity theory (Stryker,
2004), Kleine et al. (1993) and Laverie et al. (2002) frameworks and a
few other studies. These studies include Laverie and Arnett's (2000)
299
Journal of Retailing and Consumer Services 41 (2018) 296–304
study of emotion-laden enduring involvement and attachment variables
and Brenner et al.’s (2014) study of the importance of science students’
role identities. Thus:
H5a. The perceived emotional value of streaming apps is positively related to
the streaming apps usage rate.
H5b. The perceived emotional value of streaming apps is positively related to
streaming apps recommendation likelihood.
H5c. The perceived emotional value of streaming apps is positively related to
identity salience.
4. Social value
Social value is defined as consumers’ perceived utility derived from
a product's links to specific social groups (e.g., Sheth et al., 1991). The
social identity-building choices consumers make will likely be deter-
mined by the perceived social value of products and services in building
the created identity (Laverie and Arnett, 2000). As Reed (2004)
explains, consumers create social identities about how they see
themselves and then make consumer choices congruent with that social
identity, especially for identities that are more highly salient. In
consumer terms, salient self-identity roles will determine consumption
based on social expectations regarding that specific identity. This may
explain why some research in contexts void of social identity implica-
tions, such as Mohd-Any et al.’s (2015) study of travel websites, found
no significant effects of social value.
Nevertheless, the perceived social value of ESAs is likely to affect
ESA usage and recommendations but only to the extent that it affects
and reinforces salient self-identities as suggested by theory and a few
studies in the online environment. For instance, consumers’ desire to
express their status, image, and personality in public spaces was found
to influence mobile technology adoption and use (Leung and Wei,
2000) and social value was important for online gamer groups (Gilbert
and Han, 2005). Overall, these findings suggest that social value
positively influences consumer choice behavior through effects on
identity salience. Thus:
H6. The perceived social value of streaming apps is positively related to the
identity salience of streaming apps.
5. Methodology
College students were considered appropriate for this research
because ESAs are popular among college-age students, with 18–24
year-olds being the highest age group for online, on-demand multi-
media streaming (Nielsen, 2013, p. 6). Thus, a questionnaire designed
to test the study's model was created and administered to 274 under-
graduate students in business classes by one author and by 3 business
faculty colleagues at a Midwestern U.S. university during a regular fall
semester. Participation in the study was voluntary and no incentives for
participation were provided. A total of 263 questionnaires were
completed and used in the analysis.
Instructions to respondents and all scale measures used were from
prior research and adapted to the ESA context and are shown in Table 1.
The perceived value scales derived from Collier et al. (2013) and Mohd-
Any et al. (2015) served as the foundation for the values scale measures,
the identity salience scale measure was adapted from Arnett et al. (2003)
and the recommendation scale is similar to many others used in marketing
research but is adapted specifically from Gao et al. (2013). All measures
were assessed using a 7-point scale ranging from a ‘1’ for Strongly Disagree
to a ‘7’ for Strongly Agree. Besides assessing the standard socio-demo-
graphic characteristics of respondents, ESA use was assessed by asking
respondents “In order of importance to you, please provide a list of the
video and music streaming apps that you regularly use and tell how many
hours you use the app, on average, each day.”
A. Oyedele, P.M. Simpson Journal of Retailing and Consumer Services 41 (2018) 296–304

Table 1
Scale items and measurement valuesa.

The following questions are designed to determine what streaming apps such as Netflix, Hulu, Pandora or Spotify, mean to you. There is no right or wrong responses and
the survey is anonymous and your responses are confidential. On a scale of 1–7, where 1 is “Strongly disagree” and 7 is “Strongly agree”, please circle the number that
matches the extent to which you agree with each of the following statements.

Construct and items Mean SD Load CR α

Cognitive effort (adapted from Mohd-Any et al. (2015) and Collier et al. (2013)) 5.83 0.97 0.93 0.89
ESAs are generally easy to use 0.92
ESAs are simple to use 0.94
Using ESAs usually is effortless 0.85
Convenience value (adapted from Collier et al. (2013)) 6.14 0.96 0.90 0.86
ESAs allow me to watch or listen to whatever I want whenever I choose. 0.82
ESAs allows me to watch or listen to whatever I want at a convenient time. 0.81
I value the ability to use ESAs to watch or listen to what I want while away from home. 0.82
I like the ability to use ESAs to watch or listen to what I want on multiple devices (e.g., iPads, smartphones). 0.77
I like the ability to use ESAs to watch or listen to what I want from anywhere. 0.81
Monetary value (adapted and expanded from Mohd-Any et al. (2015)) 5.94 1.09 0.94 0.90
I feel that the subscription cost of ESAs is not expensive relative to substitute services such as buying or renting DVDs 0.87
and CDs
I feel that using ESAs offer significant cost savings relative to substitute services such as buying or renting DVDs and 0.93
CDs
I feel that using ESAs is cost effective relative to buying or renting DVDs and CDs. 0.93
Social value (adapted from Chen et al. (2008)) 3.59 1.58 0.93 0.88
I value ESAs because they enhance my peer status. 0.91
I value using ESAs because they help increase my connections on social media 0.92
I value using ESAs because they are popular among my peers. 0.88
Emotional value (adapted from Mohd-Any et al. (2015)) 5.14 1.19 0.88 0.80
I like browsing available options on ESAs to get new ideas about what to listen or watch. 0.74
I have fun interacting with streaming apps. 0.91
Browsing available options on ESAs provides me with a lot of enjoyment. 0.89
Identity salience (adapted from Arnett et al. (2003)) 3.40 1.30 0.82 0.58
ESAs are an important part of who I am 0.90
ESAs mean more to me than other types of apps 0.77
ESAs are something I rarely think about NA
ESAs are something about which I have no clear feeling NA
Recommend (adapted from Gao et al. (2013)) 5.07 1.61 0.95 0.89
I often recommend ESAs that I like. 0.95
I often recommend ESAs that I like to my friends and relatives. NA
I often recommend streaming music and video apps that I like to someone who seeks my advice about streaming apps. 0.95
Average number of hours used each day 4.61 3.30 1.00 NA NA

a
SD = Standard deviation, Load = Factor loadings, CR = Composite reliability, α= Cronbach's alpha

Most of the study respondents were single (94.3%), white (89.7%)
and male (63.5%), aged from 18 to 45 with an average of 21.9 years of
age. All respondents had at least one streaming app with 55.5% having
one video streaming app and 43% having two video apps. Fewer
respondents had music streaming apps: 61.6% had one music streaming
app, 20.9% had two music apps while 17.5% reported having none. The
most popular video ESAs were Netflix (86.7%) followed by YouTube
(24.3%) and Hulu (18.3%) and the most popular music apps were
Pandora (55.9%) and Spotify (25.5%). Respondents spent an average of
2.5 h each day on video streaming apps and 2.1 h each day listening to
music apps.
6. Analysis and results
The measurement and structural models were tested using partial
least squares structural equation modeling (PLS-SEM) with SmartPLS
v.3.2.4. PLS-SEM is appropriate for use with nonnormal data, small
sample sizes, for research designed to predict key variables and when
the model tested contains multiple- and single-item measures and both
formative and reflective measures (e.g., Hair et al., 2011). In this study,
all variables are considered reflective except for Use, which is a
continuous, behavioral, unambiguous, response measure so is consid-
ered a formative measure.
The initial measurement model analysis identified two issues: the
identity salience measure had outer loadings below the recommended
0.70 (Hair et al., 2011) and the variance inflation factor (VIF) of two
Recommend variable indicators were above the 5 recommended level
so were deleted following recommended procedures. Study measures
were then examined for internal consistency, convergent validity and
discriminate validity following procedures prescribed by Hair et al.
(2011) and Hensler et al. (2016). As an indicator of measure reliability
all Cronbach's alphas were above 0.70 as recommended except for the
identity salience variable (see Table 1). However, identity salience was
retained in subsequent analysis because the composite reliability
measure (CR), considered the most appropriate indicator of measure
reliability when using PLS-SEM, was 0.82, well above the recom-
mended 0.70 (e.g., Hair et al., 2011; Henseler et al., 2016) and because
the scale has been validated in prior studies.
Convergent validity was demonstrated in this model by having all
average variance extracted (AVE) values above 0.50 and discriminant
validity is shown by the Fornell-Larcker criterion whereby the AVE of
each latent variable is higher than the squared correlations between it
and all other latent variables, as shown in Table 2, and by having
heterotrait-monotrait ratios (HTMT) significantly smaller than 1.
Finally, as the only current “approximate model fit criterion imple-
mented for PLS path modeling is the standardized root mean square
residual (SRMR)”, the SRMR for the study model was 0.066, below the
0.08 cutoff recommended by Hensler et al. (2016, p. 9).
Next, the direct effects of the structural model were tested by
examining the R2 values and the significance levels of the path
coefficients as determined by the bootstrapping procedure set to run
4999 samples as recommended by Hensler et al. (2016). The R2 value of
Identity salience is 0.31, Use is 0.12, and Recommend is 0.39 as shown
in Table 3. According to Hair et al. (2011), R2 values above 0.20 are

300
A. Oyedele, P.M. Simpson Journal of Retailing and Consumer Services 41 (2018) 296–304

Table 2
Discriminant validity: average variance extracted and construct correlations.

Construct Mean StdDev 1 2 3 4 5 6 7 8

Cognitive effort 5.83 0.97 0.90

Convenience 6.14 2.96 0.46 0.81
Emotional 5.14 1.19 0.33 0.46 0.85
Hours of use 4.61 3.30 0.15 0.22 0.23 1.00
Identity salience 3.40 1.30 0.14 0.23 0.50 0.29 0.84
Monetary 5.94 1.09 0.44 0.35 0.27 0.19 0.10 0.91
Recommend 5.08 1.51 0.39 0.45 0.52 0.20 0.41 0.29 0.95
Social value 3.59 1.58 0.06 0.30 0.52 0.21 0.47 0.08 0.31 0.90

Note: The square root of the AVEs are on the diagonal and construct correlations are below the diagonal.

considered high for consumer behavior studies. The bootstrapping
results, also shown in Table 3, indicate that seven of the 12 path
coefficients are significant at the 0.05 significance level or less,
providing support for the proposed structural model. Specifically,
Cognitive effort was found to significantly affect Recommend
(β=0.17, t=2.50, p=0.01) but not Use (β=0.01, t=0.15, p=0.88);
Convenience value affects Recommend (β=0.18, t=2.67, p=0.001)
but not Use (β=0.11, t=1.70, p=0.09); Identity salience significantly
affects both Use (β=0.23, t=3.74, p=0.00) and Recommend (β=0.21,
t=3.53, p=0.00); Emotional value significantly effects Recommend
(β=0.26, t=3.62, p=0.00) and Identity salience affects Recommend
(β=0.35, t=5.24, p=0.00) but not Use (β=0.03, t=0.39, p=0.70);
and Social value significantly impacts Identity salience (β=0.29,
t=3.92, p=0.00).
Monetary value had no significant effect on either Use (β=0.11,
t=1.91, p=0.06) or Recommend (β=0.06, t=1.01, p=0.31).
However, if the significance level used in this study was set at the
0.10 level or less, then Convenience value and Monetary value would
both be considered to have significant effects on Use. In summary, other
than monetary value, which had no significant effects in the model, all
variables had a significant effect on likelihood of recommending ESAs
to others and only the Identity salience variable had a significant effect
on USE at the 0.05 significance level. Hypotheses H1b, H2b, H4a, H4b,
H5b, H5c and H6 were all supported while H1a, H2a, H3a, H3b and
H5a were not.
Given our model's relationships between Emotional value, Identity
salience, ESA Use and Recommendation, we tested for mediation of the
Identity salience variable by following the process outlined by Zhao et al.
(2010) that uses the Preacher-Hayes script. By running the script using
5000 bootstrap samples and a 95%, bias-corrected confidence interval (CI)
the results for Recommend (M=0.1295; CI=0.0512 to 0.2263) and for
Use (M=0.2995 CI=0.1314 to 0.5484), indicate that Identity salience is a
mediator for Emotional value and both outcome variables.
Because the type of ESA—music or video—might have differing
effects on model results, a multigroup analysis was conducted based on
video only apps users and both video and music apps users. This
grouping strategy was needed because respondents were asked to
answer all questions regarding ESAs in general and because all but
four respondents had at least one video app while 46 respondents did
not have a music app. Although the results in Table 4 show that the
significance of some relationships differed based on app type, none of
the path coefficient differences were significant. Also, differences
between groups with respect to R2 values are not significant, the model
variables are much more likely to explain Use and Recommend for the
video apps only group but much more likely to explain identity salience
for the combined apps group.
7. Discussion and conclusions
This study makes two significant contributions to the literature.
First and foremost, this study contributes to the perceived value
literature and theory by examining the role of identity theory and
identity salience in value. Influenced significantly by both emotional
value and social value, identity salience was significant in affecting
both recommendation and use of ESAs. Apparently some ESA users
create a self-identity where music and video apps are an integral part of
self-identity and where the perceived social and emotional value
derived from the apps are significant. The findings related to identity
salience are consistent with prior research suggesting a key role of
identity salience in behavior (Belk, 2013; Drenten, 2012); findings that
consumers will adopt contemporary technologies that promote identity
values (Leung and Wei, 2000); and, findings that apps are important in
self-identity (Carter and Grover, 2015; Gardner and Davis, 2014). These
results also support Stryker's (2004) contention that emotional experi-
ences define the self which then defines behavior.
Second, this is the first known study to examine perceived values

Table 3
Structural model results.

Hypothesized paths Path coefficient Sample mean STDEV t-values p-values Hypothesis Supported?

H1a Cognitive effort → Use 0.01 0.01 0.08 0.15 0.88 No

H1b Cognitive effort →Recommend 0.17 0.17 0.07 2.50 0.01 Yes
H2a Convenience value →Use 0.11 0.11 0.06 1.70 0.09 No
H2b Convenience value →Recommend 0.18 0.18 0.07 2.67 0.01 Yes
H3a Monetary value →Use 0.11 0.11 0.06 1.91 0.06 No
H3b Monetary value →Recommend 0.06 0.06 0.06 1.01 0.31 No
H4a Identity salience →Use 0.23 0.23 0.06 3.74 0.00 Yes
H4b Identity salience →Recommend 0.21 0.21 0.06 3.53 0.00 Yes
H5a Emotional value →Use 0.03 0.03 0.07 0.39 0.70 No
H5b Emotional value →Recommend 0.26 0.26 0.07 3.62 0.00 Yes
H5c Emotional value →Identity salience 0.35 0.36 0.07 5.24 0.00 Yes
H6 Social value →Identity salience 0.29 0.29 0.07 3.92 0.00 Yes
Variable R2
Identity Salience 0.31
Use 0.12
Recommend 0.39

301
A. Oyedele, P.M. Simpson Journal of Retailing and Consumer Services 41 (2018) 296–304

Table 4
Multigroup analysis: Video apps versus all entertainment streaming apps.

Video apps only Video and music apps Differences

Paths Path Coefficients t-values p-values Path Coefficients t-values p-values Path coefficients p-values

Cognitive effort → Use 0.01 0.07 0.95 0.02 0.27 0.79 0.01 0.52
Cognitive effort → Recommend 0.12 0.83 0.41 0.19 2.46 0.01 0.08 0.70
Convenience value → Use 0.13 0.61 0.54 0.10 1.40 0.16 0.03 0.42
Convenience value→Recommend 0.19 0.94 0.35 0.18 2.49 0.01 0.01 0.48
Monetary value → Use 0.16 1.15 0.25 0.09 1.39 0.16 0.07 0.30
Monetary value → Recommend 0.15 0.99 0.32 0.03 0.39 0.70 0.12 0.22
Identity salience → Use 0.43 3.01 0.00 0.19 2.40 0.02 0.24 0.07
Identity salience → Recommend 0.20 1.71 0.09 0.21 2.94 0.00 0.01 0.54
Emotional value → Use −0.03 0.16 0.87 0.03 0.32 0.75 0.05 0.60
Emotional value → Recommend 0.32 1.88 0.06 0.24 3.08 0.00 0.07 0.33
Emotional value → Identity salience 0.31 1.99 0.05 0.38 5.23 0.00 0.07 0.67
Social value → Identity salience 0.22 1.09 0.28 0.28 3.78 0.00 0.06 0.60
Variable R2 t-values p-values R2 t-values p-values R2 p-values
Identity salience 0.20 1.81 0.07 0.34 6.85 0.00 0.14 0.26
Use 0.23 2.14 0.03 0.09 2.39 0.02 0.14 0.22
Recommend 0.42 4.63 0.00 0.38 7.13 0.00 0.05 0.66

important to consumers in using and recommending ESAs and therefore
responds to the call by researchers to investigate consumer values in
unique contexts (c.f. Collier et al., 2014). Specifically, all perceived
value constructs except monetary value were found to significantly
affect the likelihood of recommending ESAs to others, providing
additional support for prior perceived values research regarding
significant effects of cognitive effort (e.g., Cho and Fiorito, 2009;
Mohd-Any et al., 2015; Tseng, 2015); convenience value (e.g., Chiang
and Dholakia, 2003; Collier et al., 2013; Laukkanen and Lauronen,
2005; Pura, 2005; Pihlström and Brush, 2008) and emotional value
(Dabholkar and Bagozzi, 2002; Laukkanen, 2006; Mohd-Any et al.,
2015; Pura, 2005). Social value was also found important in the ESA
context through effects on identity salience.
The limited effects of monetary value found in this study are
consistent with some other findings such as those by Pura (2005) that
found convenience and conditional value more powerful than monetary
value in affecting consumer behavior but may be explained by other
factors. First, most ESAs allow unlimited use for a low, flat monthly fee.
For example, Netflix currently costs $11.99/month for unlimited,
premium access, which is less than the price of one meal in most
restaurants. Second, the study respondents are college students who
may gain free access to ESAs from family members or friends. Third, the
insignificant effects may be attributable to modeling all apps together
instead of separating out various apps based on fee structure. In
addition, some ESAs are free and may have been considered by
respondents rather than fee-based ESAs.
That none of the perceived value variables examined had a
significant effect on ESA use at the 0.05 significance level or less may
be explained in a number of ways. That cognitive effort—or perceived
ease of using ESAs—was not significant in affecting use for all
respondents, in general is explainable. Almost all ESAs are easy to
use, even for consumers who have limited experience with apps so that
cognitive effort may affect initial usage of apps but, once learned, does
not affect usage rate. All of this study's respondents had at least one ESA
and were thus likely experienced apps users. Convenience value may
not have been important to ESA use because ESAs users value
convenience regardless of the amount of actual usage or because this
study considered all ESAs together as a group. While having music
conveniently available could be very important for music ESAs usage,
convenience may not be as important to video streaming usage. Video
viewers may prefer streaming movies at home where they have fewer
interruptions or larger screen televisions rather than on smaller, mobile
devices. The multigroup analysis findings of a much higher p-value for
convenience effects for video apps users than for video and music apps
users hints at this explanation.
8. Managerial implications
With more streaming apps providers and the cost of content rising as
ESAs services compete for third party content, streaming services may
be able to ensure customer loyalty and encourage customer word-of-
mouth promotions by examining and responding to factors that
influence ESA use and recommendation likelihood found in this study.
First, monetary value of ESAs does not appear to affect usage or
recommendation so ESA providers should likely focus on other
attributes for a competitive advantage such as new and interesting
features. For example, many young consumers are choosing snapchat
over Facebook because Snapchat regularly updates it platform with new
features and new visuals. Second, managers may look to new and better
ways to make streaming content even more convenient. As examples,
Spotify, Amazon Prime and Netflix ESAs allow syncing across multiple
devices; ESA content can be downloaded for access offline providing
greater convenience to users who travel or have limited mobile data
plans; and Shazam allow users to share the songs in their playlist on
Facebook and on their Spotify playlists. Other ESA features that add
value for users include recommendations of new content based on past
viewing habits, allowing users to login to multiple ESAs using social
media accounts to more seamlessly connect between ESAs and popular
social media apps.
Finally, consumer perceptions of the social and emotional value of
streaming apps, especially through effects on identity salience, may be
an especially important source of competitive advantage in retaining
customers and acquiring new ones. Streaming services that are better
able to assist subscribers in building self-identities focused around ESAs
are likely to be more successful than others. This is likely especially true
for members of the Apps Generation who tend to focus and organize
their lives around the apps arrayed on their mobile devices (Gardner
and Davis, 2014). This means that, first and foremost, apps producers
must ensure that consumers download and use their apps. Apps
developers must also make sure that their apps become a part of
consumers’ daily lives, which may be accomplished by having con-
sumer-relevant, compelling and engaging content. This could include
better customizing content based on preference patterns, such as music
or movie genres, the ability to better share content with others, or the
ability of the apps to detect special conditions and respond accordingly.
As an example, developers of fitness tracker apps have begun to
leverage identity salience factors by developing streaming apps based
on self-identities. Consumers who see themselves as athletic and
altruistic can adopt fitness tracker apps that stream and promote
altruistic causes such as “charity miles app” where app users earn
money for their favorite charity each time they run. Thrill seeking

302
A. Oyedele, P.M. Simpson
consumers can use fitness tracker apps such as the zombie run app
which streams information about Zombies when the app user is running
to serve as a motivation to escape the zombies, making the user run
faster.
Additionally, marketers can enhance consumer identity experience
for a product or service by focusing on its affective attributes (Sweeney
and Soutar, 2001). A recent example comes from Netflix's use of their
vast subscriber database of viewing preferences and patterns to develop
the original series “House of Cards”. The company released all 13
episodes at once to generate new subscribers. Other digital content
companies, such as HBO with their original series “Game of Thrones”,
have used social media campaigns to focus on program characters to
appeal to sub-cultures (Burney, 2014).
9. Study limitations and future research
This study has flaws, as do all studies, which creates opportunities
for future research. Some of the flaws include the study's convenience
sample of college students, the use of study-specific scales and the
identity salience scale with two of the four original items deleted; thus,
future studies should examine other market segments based on age or
psychographic characteristics and use previously validated scale mea-
sures. Given that this study did not differentiate on the basis of ESA type
or fee structure, future studies should examine these factors as well as
effects of different dimensions of perceived value, different measures of
emotional value and identity salience and effects of other antecedents,
such as personality traits on self-identity and behaviors. Different
platforms and screen sizes could also affect ESA use and should be
investigated. The importance of ESAs to self-identity may arise from the
ability to share ideas and experiences but the reasons why self-identity
is important is another avenue for future research. Finally, future
research should also examine societal and public implications of
streaming apps. Binging on video content, defined as “watching
between two and six episodes of the same movie or show in one
sitting”, may influence consumers’ mental state and metabolism, which
has generated contentious debate among consumer protection groups
(Pikul, 2014). Future studies should investigate factors such as emo-
tional intelligence that affect binge viewing and effects on behaviors,
including procrastination.
References
Ahuvia, A., 2005. Beyond the extended self: loved objects and consumers' identity
narratives. J. Consum. Res. 32 (1), 171–184.
Arnett, D.B., German, S.D., Hunt, S.D., 2003. The identity salience model of relationship
marketing success: the case of nonprofit marketing. J. Mark. 67 (2), 89–105.
Belk, R.W. (1988), Possessions and the Extended Self, J. Consum. Res., Vol.15 No. 2, pp.
139–168.
Belk, R.W., 2013. Extended self in a digital world. J. Consum. Res. 40 (3), 477–500.
Bhattacharya, C.B., Sen, S., 2003. Consumer-company identification: a framework for
understanding consumers' relationships with companies. J. Mark. 67 (2), 76–88.
Brenner, P.S., Serpe, R.T., Stryker, S., 2014. The causal ordering of prominence and
salience in identity theory: an empirical examination. Social. Psychol. Q. 77 (3),
231–252.
Burney, K., 2014. HBO vs. Netflix: The content marketing battle on the small screen (And
Beyond!), Available at: 〈http://trackmaven.com/blog/2014/04/interactive-
marketing-hbo-netflix/〉 (Accessed 5 May 19, 2015).
Carter, M., Grover, V., 2015. Me, my self, and I(T): conceptualizing information
technology identity and its implications. MIS Q. 39 (4), 931–957.
Chiang, K.P., Dholakia, R.R., 2003. Factors driving consumer intention to shop online: an
empirical investigation. J. Consum. Psychol. 13 (1), 177–183.
Cho, H., Fiorito, S.S., 2009. Acceptance of online customization for apparel shopping. Int.
J. Retail Distrib. Manag. 37 (5), 389–407.
Collier, J.E., Sherrell, D.L., Babakus, E., Blakeney Horky, A., 2014. Understanding the
differences of public and private self-service technology. J. Serv. Mark. 28 (1), 60–70.
Collier, J.E., Sherrell, D.L., Babakus, E., Blakeney Horky, A., Kimes, S.E., 2013. Only if it is
convenient: Understanding how convenience influences self-service technology
evaluation. J. Serv. Res. 16 (1), 39–51.
Dabholkar, P.A., Bagozzi, R.P., 2002. An attitudinal model of technology-based self-
service: moderating effects of consumer traits and situational factors. J. Acad. Mark.
Sci. 30 (3), 184–201.
Davis, F.D., 1989. Perceived usefulness, perceived ease of use, and user acceptance of
information technology. MIS Q. 13 (3), 319–340.
303
Journal of Retailing and Consumer Services 41 (2018) 296–304
Drenten, J., 2012. Snapshots of the self. Exploring the role of online mobile photo sharing
in identity development among adolescent girls. In: Close, A.G. (Ed.), Online
Consumer Behavior: Theory and Research in Social Media, Advertising, and E-tail.
Routledge, New York, NY, pp. 3–34.
Finn, A., Wang, L., Frank, T., 2009. Attribute perceptions, customer satisfaction and
intention to recommend e-services. J. Interact. Mark. 23 (3), 209–220.
Gao, T.T., Rohm, A.J., Sultan, F., Pagani, M., 2013. Consumers un-tethered: a three-
market empirical study of consumers' mobile marketing acceptance. J. Bus. Res. 66
(12), 2536–2544.
Gardner, Howard, Davis, Katie, 2014. The App Generation: How Today's Youth Navigate
Identity, Intimacy, and Imagination in a Digital World. Yale University Press, New
Haven, CT.
Gilbert, A.L., Han, H., 2005. Understanding mobile data services adoption: demography,
attitudes or needs? Technol. Forecast. Social. Change 72 (3), 327–337.
Gummerus, J., 2013. Value creation processes and value outcomes in marketing theory:
strangers or siblings? Mark. Theory 13 (1), 19–46.
Hair Jr., J.F., Ringle, C., Sarstedt, M., 2011. PLS-SEM: indeed a silver bullet. J. Mark.
Theory Pract. 19 (2), 139–151.
Henseler, J., Hubona, G., Ray, P.A., 2016. Using PLS path modeling in new technology
research: updated guidelines. Ind. Manag. Data Syst. 116 (1), 2–20.
Hargreaves, D.J., North, A.C., 1999. The functions of music in everyday life: redefining
the social in music psychology. Psychol. Music 27 (1), 71–83.
Hesmondhalgh, D., 2008. Towards a critical understanding of music, emotion and self-
identity. Consum. Mark. Cult. 11 (4), 329–343.
Holbrook, M.B., 1999. “Consumer Value: A Framework for Analysis and Research.
Routledge, New York, NY.
Hahn, K.H., Kim, J., 2009. The effect of offline brand trust and perceived internet
confidence on online shopping intention in the integrated multi-channel context. Int.
J. Retail Distrib. Manag. 37 (2), 126–141.
Hahn, K.H., Kim, J., 2013. Salient antecedents of mobile shopping intentions: media
dependency, fashion leadership, and peer influences. J. Glob. Fash. Mark. 4 (4),
225–246.
IFPI.org, 2016. Global music report 2016: State of the industry, Available at 〈http://
www.ifpi.org/downloads/GMR2016.pdf〉. (Accessed on 19 October 2016).
Ingham, Tim, 2015. Streaming will double the music business by 2020, Available at:
〈http://www.musicbusinessworldwide.com/streaming-will-double-the-music-
industry-by-2020-and-universal-must-go-it-alone/〉. (Accessed 14 October 2016).
Jones, M.R., Karsten, H., 2008. Giddens's structuration theory and information systems
research. Manag. Inf. Syst. quart. 32 (1), 127–157.
Kim, C.K., Jun, M., Han, J., Kim, M., Kim, J.Y., 2013. Antecedents and outcomes of
attachment towards smartphone applications. Int. J. Mob. Commun. 11 (4), 393–411.
Kleine III, R.E., Kleine, S.S., Kernan, J.B., 1993. Mundane consumption and the self: a
social identity perspective. J. Consum. Psychol. 2 (3), 209–235.
Kleine, S.S., Kleine, R.E., Allen, C.T., 1995. How is a possession "me" or "not me"?
Characterizing types and an antecedent of material possession attachment. J.
Consum. Res. 22 (3), 327–343.
Lam, S.K., Ahearne, M., Hu, Y., Schillewaert, N., 2010. Resistance to brand switching
when a radically new brand is introduced: a social identity theory perspective. J.
Mark. 74 (6), 128–146.
Laukkanen, T., Lauronen, J., 2005. Consumer value creation in mobile banking services.
Int. J. Mob. Commun. 3 (4), 325–338.
Laukkanen, T., 2006. Customer-perceived value of e-financial services: a means-end
approach. Int. J. Electron. Financ. 1 (1), 5–17.
Laverie, D.A., Arnett, D.B., 2000. Factors affecting fan attendance: the influence of
identity salience and satisfaction. J. Leis. Res. 32 (2), 223–246.
Laverie, D., Kleine III, R., Kleine, S., 2002. Reexamination and extension of Kleine, Kleine,
and Kernan's social identity model of mundane consumption: the mediating role of
the appraisal process. J. Consum. Res. 28 (4), 659–669.
Lee, D., Park, Y.J., Kim, J., Kim, J., Moon, J., 2011. Understanding music sharing
behaviour on social network services. Online Inf. Rev. 35 (5), 716–733.
Leung, L., Wei, R., 2000. More than just talk on the move: uses and gratifications of the
cellular phone. J. Mass Commun. Q. 77 (2), 308–320.
Loureiro, S.M.C., Kaufmann, H.R., Rabino, S., 2014. Intentions to use and recommend to
others: an empirical study of online banking practices in Portugal and Austria. Online
Inf. Rev. 38 (2), 186–208.
Luo, H., Ma, L., Lin, X., Gan, X., 2011. Longitudinal research on consumers' trust in B2C E-
business, In Service Systems and Service Management (ICSSSM), 2011 8th
International Conference on pp. 1–6. IEEE. June 25.
Marketsandmarkets.com, 2016. Video streaming market by streaming type, Available at:
〈http://www.marketsandmarkets.com/Market-Reports/video-streaming-market-
181135120.html〉 (Accessed on 14 October 2016).
Mathwick, C., Malhotra, N., Ridgon, E., 2001. Experiential value: conceptualization,
measurement and application in the catalog and internet shopping environment. J.
Retail. 77 (1), 39–56.
Mohd-Any, A.A., Winklhofer, H., Ennew, C., 2015. Measuring users' value experience on a
travel website (e-value): what value is cocreated by the user? J. Travel Res. 54 (3),
1–15.
Nielsen.com, 2013. The U. S. entertainment consumer report. State of the media,
Available at: 〈http://www.nielsen.com/content/dam/corporate/us/en/reports-
downloads/2013%20Reports/U.S.-Entertainment-Consumer-Report-April-2013.pdf〉.
(Accessed 18 May 2015).
Peng, K.F., Chen, Y., Wen, K.W., 2014. Brand relationship, consumption values and
branded app adoption. Ind. Manag. Data Syst. 114 (8), 1131–1143.
Pihlström, M., Brush, G.J., 2008. Comparing the perceived value of information and
entertainment mobile services. Psychol. Mark. 25 (8), 732–755.
Pikul, C., 2014. What your brain looks like after a Netflix binge, Huffington Post, 4
A. Oyedele, P.M. Simpson
September, Available at: 〈http://www.huffingtonpost.com/2014/09/04/binge-
watching-tv-harmful-to-your-health_n_5732082.html〉. (Accessed on 20 October
2016).
Popper, B., 2016. Netflix whizzes past 76 million subscribers thanks to record
international growth, The Verge, 19 January 19, Available at 〈http://www.theverge.
com/2016/1/19/10790282/netflix-q4-2015-earnings〉 (Accessed on 14 October
2016).
Pura, M., 2005. Linking perceived value and loyalty in location-based mobile services.
Manag. Serv. Qual.: Int. J. 15 (6), 509–538.
Reed II, A., 2004. Activating the self-importance of consumer selves: exploring identity
salience effects on judgments. J. Consum. Res. 31 (2), 286–295.
Sánchez-Fernández, R., Iniesta-Bonillo, M.Á., 2007. The concept of perceived value: a
systematic review of the research. Mark. Theory 7 (4), 427–451.
Schwarz, A., Chin, W., 2007. Looking forward: Toward an understanding of the nature
and definition of IT acceptance. J. Assoc. Inf. Syst. 8 (4), 230–243.
Sheth, J.N., Newman, B.I., Gross, B.L., 1991. Why we buy what we buy: a theory of
consumption values. J. Bus. Res. 22 (2), 159–170.
Sheth, J.N., Solomon, M.R., 2014. Extending the extended self in a digital world. J. Mark.
Theory Pract. 22 (2), 123–132.
Stryker, S., 2004. Integrating emotion into identity theory. Adv. Group Pract. 21, 1–21.
304
Journal of Retailing and Consumer Services 41 (2018) 296–304
Stryker, S., Burke, P.J., 2000. The past, present, and future of an identity theory. Social.
Psychol. Q. 63 (4), 284–297.
Sweeney, J.C., Soutar, G.N., 2001. Consumer perceived value: the development of a
multiple item scale. J. Retail. 77 (2), 203–220.
Sweeney, J.C., Soutar, G.N., Johnson, L.W., 1997. Retail service quality and perceived
value: a comparison of two models. J. Retail. Consum. Serv. 4 (1), 39–48.
Tojib, D., Tsarenko, Y., Sembada, A.Y., 2015. The facilitating role of smartphones in
increasing use of value-added mobile services. New Media Soc. 17 (8), 1220–1240.
Tseng, S.M., 2015. Exploring the intention to continue using web-based self-service. J.
Retail. Consum. Serv. 24, 85–93.
Venkatesh, V., 2000. Determinants of perceived ease of use: integrating control, intrinsic
motivation, and emotion into the technology acceptance model. Inf. Syst. Res. 11 (4),
342–365.
Walsh, S.P., White, K.M., McD Young, R., 2010. Needing to connect: The effect of self and
others on young people's involvement with their mobile phones. Aust. j. psychol. 62
(4), 194–203.
Zeithaml, V.A., 1988. Consumer perceptions of price, quality and value: a means-end
model and synthesis of evidence. J. Mark. 52 (3), 2–22.
Zhao, X., Lynch, J.G., Chen, Q., 2010. Reconsidering Baron and Kenny: myths and truths
about mediation analysis. J. Consum. Res. 37 (2), 197–206.