Consumers are attracted by the increasing number of available SVOD platforms, but it would be too expensive to pay the subscription fees for all of them. To reduce costs, consumers can combine the use of proprietary subscriptions, non-proprietary subscriptions, and illegal streaming sites. In turn, platforms could enforce access control, a decision that might produce the desired reduction in non-proprietary subscriptions but also an undesired reduction in proprietary subscriptions. The effects of this decision and the determinants of SVOD content demand remain largely unexplored. We propose a baseline model where the SVOD content demand is driven by variety seeking, household financial situation, ethical evaluation, and social norms, as well as a change model where the subscription variation is driven by users’ trait reactance and perceived fairness of the decision. We conducted a survey on the current ways SVOD content is consumed and responses to a hypothetical access control enforcement, with four randomized versions of the authentication mode. Results confirmed many of the proposed determinants and showed a noteworthy reduction in proprietary subscriptions due to the control enforcement but no effect due to the authentication modes. All these findings may help improve future models of SVOD content consumption and better address the difficult challenge of converting unauthorized users into authorized ones.

中文翻译：

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SVOD 内容的授权和未经授权消费：对需求决定因素进行建模并测量实施访问控制的效果

越来越多的 SVOD 平台吸引了消费者，但支付所有平台的订阅费太昂贵。为了降低成本，消费者可以结合使用专有订阅、非专有订阅和非法流媒体网站。反过来，平台可以强制执行访问控制，这一决定可能会导致非专有订阅的预期减少，但也会导致专有订阅的意外减少。这一决定的影响以及 SVOD 内容需求的决定因素在很大程度上仍未得到探索。我们提出了一个基线模型，其中 SVOD 内容需求由多样性寻求、家庭财务状况、道德评估和社会规范驱动，以及一个变化模型，其中订阅变化由用户的特质抗拒和感知的决策公平性驱动。我们对当前 SVOD 内容的消费方式以及对假设的访问控制实施的响应进行了调查，其中使用了四种随机版本的身份验证模式。结果证实了许多提出的决定因素，并显示由于控制执行，专有订阅显着减少，但由于身份验证模式没有影响。所有这些发现可能有助于改进未来的 SVOD 内容消费模式，并更好地解决将未经授权的用户转变为授权用户的难题。