Streaming quality unveiled: a grounded theory approach to deciphering video on demand service attributes

In the fiercely competitive domain of online entertainment, Video-on-Demand (V-o-D) services are swiftly evolving to secure a significant market position. Despite the extensive literature on service quality and its impact on consumers’ consumption patterns, the specific attributes perceived by consumers to assess V-o-D service quality remain unexplored. The current research endeavours to fill this gap through a comprehensive qualitative investigation and exploration of the V-o-D service quality attributes. Employing grounded theory methodology, this study engaged in qualitative exploratory investigations to extract detailed perspectives from V-o-D users. This methodological approach facilitated a nuanced exploration of the attributes consumers deemed crucial in assessing V-o-D service quality. The qualitative investigation yielded six attributes as the key study findings. These are: Sharing, Regulation Standards, Program genre, Pricing, Ease of Usage, and Assortment. The research offers pivotal insights for providers of internet-based entertainment services, highlighting the critical attributes that influence consumer evaluations of service quality in the V-o-D sector.