Experience Me! The Impact of Content Sampling Strategies on the Marketing of Digital Entertainment Goods

Hoang, P and Kauffman, R 2016, 'Experience Me! The Impact of Content Sampling Strategies on the Marketing of Digital Entertainment Goods', in Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS-49), Kauai, Hawaii, 5-8 January 2016, pp. 4750-4759.


Document type: Conference Paper
Collection: Conference Papers

Title Experience Me! The Impact of Content Sampling Strategies on the Marketing of Digital Entertainment Goods
Author(s) Hoang, P
Kauffman, R
Year 2016
Conference name HICSS-49
Conference location Kauai, Hawaii
Conference dates 5-8 January 2016
Proceedings title Proceedings of the 49th Hawaii International Conference on System Sciences (HICSS-49)
Publisher IEEE Computer Society
Place of publication United States
Start page 4750
End page 4759
Total pages 10
Abstract Product sampling allows consumers to try out a small portion of a product for free. Uncertainty associated with consumption of information goods makes sampling useful for digital entertainment providers. Firms offer some programming for free to attract consumers to purchase a series of programs. We explore the effectiveness of content sampling for information goods using a dataset containing more than 17 million free previews and purchase observations on households from a digital entertainment firm that offers video-on-demand (VoD). Based on theories related to product sampling and information goods, we analyze the relationship between free previews and VoD purchases for series dramas. Households with premium subscription packages show more interest in VoD, which implies higher utility for TV viewing. We also explore household sampling and purchasing patterns for VoD series dramas. Implementation of sampling plays an important role in stimulating more purchases, but in different and more nuanced ways than we expected.
Subjects Marketing Management (incl. Strategy and Customer Relations)
Consumer-Oriented Product or Service Development
Information Systems Management
DOI - identifier 10.1109/HICSS.2016.589
Copyright notice © 2016 IEEE
ISSN 1530-1605
Versions
Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in Thomson Reuters Web of Science Article
Scopus Citation Count Cited 0 times in Scopus Article
Altmetric details:
Access Statistics: 27 Abstract Views  -  Detailed Statistics
Created: Tue, 26 Mar 2019, 09:36:00 EST by Catalyst Administrator
© 2014 RMIT Research Repository • Powered by Fez SoftwareContact us