A Study of Behavior, Perceived Value of Personalization and Loyalty of YouTube Premium’s Customer
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Abstract
This research aimed to investigate personalization behavior, the perceived value of personalization, and their relationship with customer loyalty among YouTube Premium customers. A mixed-methodology research approach was employed. Quantitative data was collected through an online questionnaire administered to 434 YouTube Premium subscribers. Subsequently, 7 of these customers were selected for in-depth interviews, based on the device they most frequently used to access YouTube Premium. The research findings revealed: 1) Subscribers engage in personalization behavior primarily when seeking to quickly find desired content and to ensure recommended content from YouTube Premium aligns as closely as possible with their own interests. 2) Customers perceive personalization's functional and emotional value from their ability to quickly select content by scrolling through their feed and choosing content directly matching their interests. The social value of personalization only influences content viewing choices on YouTube Premium when recommendations come from individuals with similar interests. 3) Customers will not cancel their YouTube Premium subscription because they feel attached to its usage, even if price changes occur. Furthermore, if customers recommend content or channels, it depends on the shared preferences between themselves and others. 4) Hypothesis testing results indicated that the perceived value of personalization is significantly related to customer loyalty of YouTube Premium at the 0.01 level. Among these, perceived social value and recommendation loyalty showed the strongest correlation.
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