Whether cultural identity and trust have an impact on the
willingness to buy online streaming platforms?
1
2
Wu, Jyh-Jeng1, Chien, Shu Hua2, Lin, Po-Yu1
Department of Business Management, National United University, Taiwan
Department of Insurance and Finance, National Taichung University of Science and Technology Taichung, Taiwan
jjwu@nuu.edu.tw
ABSTRACT
media-streaming providers.
This study is mainly aimed at users from different countries in
the online streaming website to watch the film situation. An
online questionnaire was designed for data collection. Sampling
was performed using a non-probabilistic convenience sampling
method.To survey the online media-streaming preferences of
users in different countries. The study results verified the
relevance of trust and cultural identity in online streaming
platforms. According to the findings, online streaming service
providers should endeavor to not only enhance consumers’
perceived playfulness when they stream movies and TV shows
and their familiarity with the platform interface but also garner
consumers’ trust in the platform. Moreover, these providers are
recommended to analyze the market and launch new products by
considering cultural identity to provide consumers with a wider
variety for selection, thus increasing the consumer base, purchase
intention, and economy of scale.
Atkinson and Kydd [1] observed that playfulness significantly
affects Internet use and website preferences, and website
interaction increases when users find the websites entertaining.
Nambisan and Baron [2] asserted that playfulness is a key factor
influencing cultural identity in online social networks. Cheung
and Lee [3] analyzed social network behaviors and observed that
the cultural identity of members within a social network is
greatly enhanced when they receive the benefits of playfulness.
Ozretic-Dosen et al. [4] argued that both brand familiarity and
product familiarity affect purchase intention and that consumers
are more likely to purchase a product when they are familiar with
the product. Josiassen and Karpen [5] asserted that product
familiarity affects customer review and that cultural identity is
highly correlated with product reviews. Koufaris et al. [6]
mentioned that consumers’ past experiences affect their trust
toward a product. Hackbarth and Yi [7] asserted that users’ past
experience in using a specific system enables them to be more
confident in using the system and to believe that the system is
easy to use. Gefen and Straub [8] indicated that consumers’
familiarity positively influences their trust in and perceived value
of products and increases their willingness to engage in online
shopping.
CCS Concepts
• Social
and
topics➝Computing
cooperative work.
professional
topics➝Professional
and business➝Computer supported
Keywords
Online streaming,
Familiarity
Cultural
Identity,
Trust,
Playfulness,
Numerous scholars have observed that when an individual
identifies with an organization, they form a close relationship
with the organization (Ashforth & Mael, [9]; Bartel, [10]; Dutton
et al., [11]; Mael & Ashforth, [12]). Organ [13] indicated that
emotional connections prompt individuals to engage in prosocial
behavior. Asia is highly influenced by ethnic Chinese culture.
The varied politics, culture, and history in the Western and ethnic
Chinese societies have shaped different cultural styles. Nan and
Russell [14] asserted that the characteristics of ethnic Chinese
culture affect the purchasing behavior and consumption habits of
consumers in China. By considering various external behaviors
and responses, Sharlicki et al. [15] adopted moderating variables
to analyze cultural characteristics.
1. INTRODUCTION
Asia has the largest user base, with approximately 900 million
users. In addition, the company estimated that the global
media-streaming industry would be worth US$10 billion by 2019.
Is the expansion of Asian users. For example: Netflix is now
online in 190 countries around the world, with 137 million users
worldwide, and even if North America is a stronghold, up to 79
million of users are from non-North America, with Asia having
more than 58 million of subscriptions in the United States. With
such immense market potential, research on consumers’ online
streaming preferences in various Asian countries to provide
preferable services is a key success factor for future
The present study determined whether cultural identity
influences consumers’ purchase intentions.
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The study had six major objectives: (1) to examine the
relationship between users and playfulness and the effects of this
relationship on users’ trust in online streaming platforms; (2) to
examine the relationship between users and playfulness and the
effects of this relationship on users’ cultural identity with online
streaming platforms; (3) to examine the relationship between
users and familiarity and the effects of this relationship on users’
cultural identity with online streaming platform; (4) to examine
the relationship between users and familiarity and the effects of
this relationship on users’ trust in online streaming platforms; (5)
to examine whether users’ trust affects their purchase intentions
on online streaming platforms; and (6) to examine whether users’
DOI: https://doi.org/10.1145/3357292.3357313
96
cultural identity affects their purchase intentions on online
streaming platforms.
H2: Playfulness significantly and positively affects cultural
identity.
2. LITERATURE REVIEW AND
HYPOTHESIS INFERENCE
2.1 Social Identity Theory
2.4 Effects of Familiarity on Cultural Identity
Ahmed [25] asserted that consumers tend to use familiar local
products to establish national and cultural identity. The study
findings revealed that consumers’ product familiarity is a key
moderating variable that affects their purchase intentions. Hence,
the following hypothesis was formulated:
The social identity theory was introduced by Tajfel and Turner
[16]. The researchers asserted that individuals characterize
themselves and others into different groups on the basis of
gender, age, culture, and other factors. People define themselves
on the basis of their identity with or attribution to specific groups.
This behavior is a type of identity attributable to groups (i.e.,
group identity). People with a high social identity tend to
acknowledge their existence within their preferred group and
disassociate themselves from other groups. These people largely
prefer groups that can promote a positive self-image (Cle´ment et
al., [17]). Unlike personal identity, social identity refers to
individuals’ status within a social group (Viktor et al., [18]).
H3: Familiarity significantly and positively affects cultural
identity.
2.5 Effects of Familiarity on Trust
Familiarity helps consumers to build trust by creating scenarios
to explain the behaviors of the target (Luhmann, [26]). People
who become familiar with websites begin to trust these websites
because of the accumulation of trustworthy knowledge over time.
Such knowledge is obtained through interaction and experience
(Holmes [27]; Lewicki & Bunker [28]). Furthermore, numerous
scholars have stated that individuals’ website familiarity
considerably influences their trust in the website and purchase
intentions (Gefen, [29]; Gefen and Straub, [30]). Hence, the
following hypothesis was formulated:
Ashforth and Mael [9], Bartel [10], Dutton et al. [11], and Mael
and Ashforth [12] asserted that when an individual identifies
with an organization, a close relationship is built between the
individual and the organization. Organ [13] indicated such an
emotional connection is conducive to prosocial behaviors among
individuals.
H4: Familiarity significantly and positively affects trust.
2.6 Effects of Trust on Purchase Intention
Cultural identity comprises two processes. The first is identity
recognition. This process involves reflecting on individuals’
desire to reproduce their native culture and establish a sense of
home. The second is exoticism. This process involves reflecting
on individuals’ desire to escape the constraints of the native
culture, experiment with different values, and experience
different lifestyles (Usunier, [19]). However, not everyone
obtains the opportunity to visit foreign countries or travel abroad.
In this case, people satisfy their desire for exoticism and different
lifestyles through mass media (Featherstone, [20]) by perceiving
and acknowledging different cultures. The present study
analyzed cultural identity to determine whether consumers’
acknowledgment of cultural identity affects their purchase
behaviors and intentions on online streaming platforms.
Gefen [29] examined the factors influencing users’ online
shopping decisions and observed that their familiarity of and
trust in shopping websites had a considerable and positive
influence on their purchase intentions. However, trust exerted a
greater effect than familiarity. Kim et al. [31] asserted that
consumers’ trust in online stores positively affected their
purchase intentions. Lee and Turban [32] developed a trust
model for consumer online shopping and observed that the
trustworthiness of the Internet merchant, effectiveness of
third-party certification, and individual consumer’s degree of
trust propensity affected consumers’ trust in online shopping.
Numerous studies have indicated that the trust of online shoppers
substantially affects their purchase intentions (Gefen, [29]; Gefen
and Straub, [30]; Jarvenpaa et al., [33]). Hence, the following
hypothesis was formulated:
2.2 Playfulness and Trust
Moon and Kim [21] defined playfulness as a type of motivation
or belief generated from the interaction between users’
experiences and the environment. Rajamma and Neeley [22]
asserted that playfulness in online shopping affects consumers’
purchase intentions. Eighmey [23] observed that playfulness in
e-commerce websites helps garner consumers’ trust in the
website and that playfulness positively influences consumer
satisfaction. Hence, the following hypothesis was formulated:
H5: Trust significantly and positively affects purchase intention.
2.7 Effects of Cultural Identity on Purchase
Intention
Cultural identity is mediate d by the market and commerce
because of cultural marketization and productization. Moreover,
people maintain their cultural identity through productization and
marketization (Firat, [34]). Cultural identity represents the sense
of belonging. People with cultural and national identity tend to
consider themselves the center of their group and explain other
social roles on the basis of their group. People with a high level
of cultural identity accept others with similar cultural views and
reject those with views different from theirs (Booth, [35]).
Moreover, consumers with a strong cultural identity prefer and
associate with a specific country or culture. This identity prompts
them to purchase products manufactured in that particular
country to fulfill their identity (Shimp and Sharma, [36]). Hence,
the following hypothesis was formulated:
H1: Playfulness significantly and positively affects trust.
2.3 Effects of Playfulness on Cultural Identity
Van Dolen and De Ruyter [24] stated that interesting or
pleasurable interactions within a social network enhance the
members’ intrinsic benefits and their satisfaction toward the
network, which reinforces their sense of belonging. Therefore,
social networking providers can satisfy the members’
nonfunctional entertainment needs by stimulating their curiosity
or perceived playfulness. Moreover, these providers can also
reinforce the members’ sense of responsibility and belonging by
enhancing their cultural identity. Hence, the following hypothesis
was formulated:
H6: Cultural identity significantly and positively affects purchase
intention.
97
Indonesia
Vietnam
America
Indonesia
Taiwan
Gender
Male
Female
Age
<18
19~23
24~35
36~45
46~55
>55
What
Games
kinds
of
Books
websites
Tools
Will you Cosmetic
pay for
services Travel
Movies
Others
What
YouTube
streaming
Netflix
media
did you use
Youku
before
Others
3. RESEARCH DESIGN
3.1 Research framework
A literature review was conducted in this study to elucidate the
online media-streaming preferences of users in different
countries. Playfulness and familiarity were selected as the
independent variables, and trust and cultural identity were
selected as the moderating variables to determine whether
playfulness and familiarity affect users’ purchase intentions
through trust and cultural identity. The research framework is
illustrated in Fig. 1.
0.233 ***
Playfu
lness
Trust
0.659 ***
0.419 ***
0.537 ***
Famili
arity
0.513 *
Cultur
al
identit
Purchas
e
0.072 *
Figure1. Research Model
3.2 Sampling Process
Sampling was performed using a nonprobabilistic convenience
sampling method. To survey the online media-streaming
preferences of users in different countries, an online
questionnaire
was
designed
using
Google
Forms
(https://www.google.com.tw/intl/zh-TW/forms/about/). A link to
the questionnaire was then posted to various domestic and
international groups and fan pages on Facebook—a mainstream
social networking website. Questionnaires completed by
respondents were directly sent to the author’s electronic mailbox.
Recovered questionnaires that were incomplete or invalid were
discarded to increase the valid response rate.
ity
2.5%
9
0.9%
98
10.2%
Regarding the reliability of question items, the factor loading of
all the items ranged between 0.688 and 0.876. With their factor
loading values being greater than 0.5, these items exhibited high
reliability. Average variance extracted (AVE) testing, used to
assess the convergent validity of the items, demonstrated that, the
set of indicators had an AVE greater than the 0.5 threshold
ranged between 0.549 and 0.699. The composite reliability (CR)
of measured variables was estimated to test their internal
consistency in the measurement model. CR indicates how well
these variables represent latent variables; a CR value of greater
than 0.7 is generally deemed to show high internal consistency.
In this study, the CR values of all constructs in the corrected
model ranged between 0.859 and 0.933, indicating that the
question items of the constructs had sufficient reliability.
4.3 Hypotheses Testing
Table1. Respondent Profiles
Frequen
157 t
174
24
The measurement model fit indices (χ2/d.f.=2.856;
RMSEA=0.05; CFI= 0.948; AGFI=0.902; IFI=0.948).
The most widely used incremental fit index – CFI has a value of
0.948 which exceeds the guideline value of 0.90 for a model of
this complexity and size. This model is not compared to other
models, but the value of parsimony index AGFI (0.902) reflects a
good model fit. All these absolute, increment and parsimony fit
indices suggest an acceptable fit for the measurement model.
An online questionnaire survey was used for data collection. The
survey period was 108 days, from May 15, 2018, to August 31,
2018. In this period, 958 valid questionnaires were returned. The
demographics of the respondents are tabulated in Table 1. Of the
respondents, 16.4% were from Malaysia, 18.2% were from Hong
Kong and Macau, 15.0% were from Indonesia, 17.1% were from
Vietnam, 16.2% were from the United States, and 17.1% were
from Taiwan; 56.7% were men and 43.3% were women; and
43.5% were aged between 19 and 23 years. To survey the online
media-streaming preferences of users in different countries,
items relating to online streaming were incorporated into the
―Profile‖ section. A collation of the data revealed that the
respondents were most willing to pay for media-streaming
services (33.2%). For online streaming experience, most of the
respondents used YouTube (86.3%).
Items
Malaysia cy
HongKong
or Macao
15.0%
17.1%
16.2%
17.1%
56.7%
43.3%
2.8%
43.5%
34.2%
9.1%
7.4%
2.9%
13.4%
12.7%
12.2%
9.6%
11.0%
33.2%
7.9%
86.3%
4.2 Effects of Familiarity on Cultural Identity
4. RESEARCH FINDING
4.1 Sample Data
Measure
National
144
164
155
164
415
543
27
417
328
87
71
28
128
122
117
92
105
318
76
827
The collected data were processed using SPSS 22.0 and AMOS
22.0 statistical software. Results revealed that perceived
playfulness positively affected respondents’ trust in online
streaming. The individuals’ perceived playfulness results
obtained by Lin and Tsai [37] were consistent with the
expectation-confirmation theory (ECT) of marketing. Playfulness
Percen
16.4%
18.2%
98
facilitates consumers in trusting online streaming websites. Thus,
H1 is supported.
5. CONCLUSION AND DISCUSSION
Issues concerning cultural identity are widely applied in social
psychology research. They have been often and widely examined
and applied in the field of organizational behavior, but rarely in
marketing. This study examined the association between cultural
identity and consumers’ online streaming preferences. Empirical
results revealed that trust and cultural identity mediate d
consumers’ preferences.
The study results also revealed that playfulness significantly and
positively affected respondents’ cultural identity with online
streaming. This finding is consistent with that reported by
Cheung and Lee [3]. In other words, users’ cultural identity with
online streaming platforms concurrently increase with perceived
playfulness. Thus, H2 is supported.
The study results verified the relevance of trust and cultural
identity in online streaming platforms. According to the findings,
online streaming service providers should endeavor to not only
enhance consumers’ perceived playfulness when they stream
movies and TV shows and their familiarity with the platform
interface but also garner consumers’ trust in the platform.
Moreover, these providers are recommended to analyze the
market and launch new products by considering cultural identity
to provide consumers with a wider variety for selection, thus
increasing the consumer base, purchase intention, and economy
of scale.
Familiarity positively affected cultural identity in this study,
which is consistent with a study by Josiassen and Karpen [5],
which verified that product familiarity affects users’ perceived
product value and that cultural identity is highly correlated to
product value. Thus, H3 is supported.
The study results also indicated that familiarity positively
affected trust, which is consistent with the findings of Gefen and
Straub [8] that users’ familiarity affects trust and perceived value
and enhances online purchase intention. Thus, H4 is supported.
Furthermore, according to the study result, trust positively
affected purchase intention. This result is consistent with that in a
study by Kim et al. [31], who stated that consumers’ trust in
online stores affects their purchase intention. Thus, H5 is
supported.
The questionnaire survey designed in this study focused on
consumers who watched movies and TV shows in Asia.
However, the sample size was relatively small and comprised
people who only watched Chinese TV shows. Therefore, the
significance of cultural identity in this study may be inadequate.
This is a limitation of the study. Researchers can consider
increasing the number of samples in different countries by
including people who watched TV shows in other regions such
as South Korean and Japanese TV shows to compare the cultural
identities of different countries in the future.
Finally, cultural identity positively affected purchase intentions.
This finding is consistent with that demonstrated by Shimp and
Sharma [36], which stated that consumers with a strong sense of
cultural identity prefer and associate with a specific culture. This
identity prompts them to purchase products manufactured in that
particular country to fulfill their identity. Thus, H6 is supported.
The hypothesis testing outcomes are tabulated in Table 2.
With sufficient human and material resources and time,
researchers can also consider increasing the sample size and age
range to enhance the accuracy of the test results. Furthermore,
the moderating effect of cultural identity on purchase intention
can be examined in the future. Such investigations are rarely
conducted in marketing research and can be a noteworthy
research topic.
Table2. Path coefficients
Path C.R
Value
H1：Playfulness
→ Trust
H2：Playfulness
→ Cultural identity
H3：Familiarity
→ Cultural identity
H4：Familiarity
→ Trust
H5：Trust
→Purchase intentions
0.233 5.719
P
Researc
h
Assessm
ent
Result
<0.001
Y
***
0.537 9.730
<0.001
***
Y
0.153 3.183
<0.001
***
Y
0.419 9.397
<0.001
***
Y
0.659 15.220 <0.001
***
Y
H6：Cultural identity 0.072 2.171
→ Purchase intentions
<0.05*
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