The role of cognitive factors in consumers' perceived value and subscription intention of video streaming platforms: a systematic literature review

This study reviews the literature to determine how cognitive factors affect consumers' value perception and video streaming platform subscription intentions. This study analyses 20 Scopus and Web of Science peer-reviewed articles to examine the complex relationship between cognitive factors, perceived value and users' decision-making. The cognitive factors perceived quality, content relevance, variety, enjoyment, cost-benefit ratio, and personalization help explain how users value video streaming platforms. Analyzing these factors can reveal the complex mechanisms that influence users' platform subscriptions. This has practical implications for industry professionals. The research shows that technical dependability, tailored content suggestions, a variety of content, emotionally engaging content, clear benefit communication, and adaptable experiences shape users' value perceptions. The above implications are especially relevant in dynamic digital environments influenced by the global pandemic and technological advances. This study also advances consumer behavior theory. This study applies existing models and frameworks to video streaming platforms, adding to the literature. The findings of this study enhance perceived value theory, technology adoption models, personalization theories, and engagement frameworks. These findings improve our understanding of digital user behavior. The study's narrow focus on cognitive factors and self-reported data are limitations, but it provides valuable insights. These limitations allow future research to explore unexplored areas and use new methods.