The Moderating Effects of Online Streaming Content Service Characteristics on Online Word-of-Mouth for Service Performance

Abstract

Online streaming contents are creating greater service uncertainty, as consumers need to experience such contents before making a decision to continue to purchase them. Few studies have investigated the interaction between eWOM (online word-of-mouth) and online streaming content service characteristics with regard to the performance of online streaming contents and explained how this interaction can promote the role of service characteristics in service performance outcomes or remedy service uncertainty attributable to these characteristics. Thus, in order to test the interaction effects, this paper examines the moderating effects of service (webtoon) characteristics (i.e., author experience, genre (drama or fantasy), completion, transfer to paid service, and publication time (Wednesday)) on the relationship between eWOM and certain online streaming contents’ service performance measures; in this case, the publication period and content gamification. Based on scrawled data from 154 webtoons published on Naver Webtoon, a multivariate regression analysis with interaction terms showed that author experience and genre interact with the number of reviews to affect gamification. The transfer to a paid service interacts crucially with review ratings and the number of reviews to influence both the publication period and gamification. Online streaming content completion and publication times are factors that interact with review ratings and thus affect the publication period. Service providers need to cope with service uncertainties when attempting to further their online streaming content service by considering the service characteristics as well as customers’ responses through eWOM.