A Cognitive Resource Perspective on Consumers’ Willingness to Pay for Cross-Platform Video Streaming

DOI

10.2991/978-2-38476-523-2_9How to use a DOI?

Keywords

willingness to pay; cognitive resource allocation; cross-platform video streaming; stimulus-organism-response; perceived risk

Abstract

Anchored in the stimulus–organism–response framework, we propose and validate with 570 Chinese cross-platform binge viewers—that content quality, platform experience and risk perception simultaneously heighten consumers’ cognitive resource allocation (CRA) and dynamic cognitive resource allocation(DCRA), which in turn elevate willingness to pay; DCRA’s total effect is four times that of CRA. The study advances theory by operationalizing and juxtaposing two distinct cognitive routes in digital-media consumption and offers actionable levers—e.g., embedding “7-day no-questions refund” cues at payment—to convert risk into trust and intensify monetization.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Siyun Zeng
PY  - 2025
DA  - 2025/12/29
TI  - A Cognitive Resource Perspective on Consumers’ Willingness to Pay for Cross-Platform Video Streaming
BT  - Proceedings of the 5th International Conference on New Media Development and Modernised Education (NMDME 2025)
PB  - Atlantis Press
SP  - 79
EP  - 90
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-523-2_9
DO  - 10.2991/978-2-38476-523-2_9
ID  - Zeng2025
ER  -