Türkiye'de yerli svod platform aboneliklerine yönelik tüketici motivasyonlari

This research investigates the underlying factors influencing Turkish consumers' decisions to subscribe to local Streaming Video On Demand (SVOD) platforms. Drawing upon UTAUT2 and SOR frameworks, the study explores the interplay between consumer identity factors and their motivations to use local SVOD services. Through a combination of focus group and survey methodologies, the research aims to identify key motivational patterns including a desire to stay informed and ahead of trends, sensitivity to social belonging and relevance, and individual orientations toward either standardization or adaptation in media experiences. This research aims to contribute to a deeper understanding of consumer behaviour in the rapidly evolving digital media landscape, offering helpful insights for industry stakeholders and researchers.