Assessing the Impact of Virtual Reality on Enhancing Consumer Satisfaction in the Context of Streaming Services: The Case of Netflix

Document Type

Conference Proceeding

Source of Publication

ACM International Conference Proceeding Series

Publication Date

5-25-2024

Abstract

Virtual Reality has revolutionized user experience in various domains. The integration of Virtual Reality into e-commerce platforms is rapidly advancing, offering an immersive experience beyond traditional interactions. This study examines several important aspects of human factors related to VR in the streaming service industry with a focus on Netflix as an exemplary platform in this industry. Initially, the usability factors of the VR system are examined in a comparative approach. After that, the impact on user engagement and satisfaction is analyzed to assess the impact of VR on the user experience in the domain of streaming services. This is achieved through rigorous user studies among 31 participants familiar with both platforms. The Standard System Usability Score (SUS) is adapted and utilized to quantitively assess the usability of both platforms. Moreover, a consumer satisfaction and engagement survey is utilized to measure consumer engagement and satisfaction with the experience. The paired-sample t-test (α = 0.05, df:30, two-tailed) revealed a non-significant small difference in usability between Netflix VR (M = 4.02, SD = 0.7) and Netflix TV (M = 3.97, SD = 0.5), with a t-value of 0.3 (p = 0.743). However, a significant small difference (t-value = 2.2, p =0.037) was found between Netflix VR (M = 43.8, SD = 0.8) and Netflix TV (M = 3.4, SD = 0.6) favoring the VR platform. This may indicate that the enhanced VR experience did not only increase consumer satisfaction but also may have influenced the consumers' perception of usability.

ISBN

9798400716928

Publisher

ACM

First Page

49

Last Page

54

Disciplines

Computer Sciences

Keywords

Consumer engagement, Consumer satisfaction, E-commerce, Human factors, Immersive experience, Streaming services, Usability, Virtual reality

Scopus ID

85197551740

Indexed in Scopus

yes

Open Access

no

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