2026-05-31T21:57:08Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/111452025-12-17T01:05:47Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732

Becerril Castrillejo, Ismael 7045aeb3-8bab-4379-88be-8d3879621630 Nieto-García, Marta 1d83b50d-bda7-4fe8-9e54-3393a1e9e61f Muñoz-Gallego, Pablo Antonio 07c489fd-d4b4-48cb-b23a-da3bef0e22e5 2025-12-16T11:16:48Z 2025-12-16T11:16:48Z 2026-02 0969-6989 https://hdl.handle.net/10259/11145 10.1016/j.jretconser.2025.104624 Subscription video-on-demand (SVoD) services are facing a continuous increase in cancellation rates. To tackle this challenge, this study investigates how platform satisfaction and content satiation affect consumer's perceived value, which ultimately determines the cancellation decision. We use data from consumers of SVoD (n = 465). A moderated mediation analysis analyzes the interplay of platform satisfaction, perceived value and content satiation in immediate (vs delayed) cancellation decisions. Our findings show that perceived value and content satiation are the early predictors of subscription cancellation. Surprisingly, satisfaction with the platform is not a sufficient antecedent of cancellation, whereas competitors' attractiveness accelerates this decision. Satiated consumers consider a delayed cancellation of their subscription because of a gradual decline in their perception of future utility. This suggests that they are able to infer future satiation and discount their expectations when making a subscription cancellation decision. We provide actionable recommendations for platforms to retain consumers: to periodically advance their future releases and to effectively communicate the variety of their content. Platforms should also be vigilant of competitors' acquisition strategies since these penalize consumer perceived value, which accelerates cancellation. This article has been financially supported by the project "Trends and Challenges in Commercial Distribution: Optimising Strategies, Channels, and Interactions" (PID2023-146611NB-I00) from the Ministry of Science, Innovation and Universities of the Spanish Government; Junta de Castilla y León and FEDER to the Research Unit of Excellence “Economic Management for Sustainability (GECOS)”, under Grant CLU-2019-03-2. This article is part of the work conducted by the Research, Marketing and Innovation (R+M+i) Research Group, funded by the Consejería de Educación de la Junta de Castilla y León (Spain) by Order EDU/1494/2024. This research funding does not imply any conflict of interest. application/pdf eng Elsevier Journal of Retailing and Consumer Services. 2026, V. 89, Part B, 104624 https://doi.org/10.1016/j.jretconser.2025.104624 info:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica, Técnica y de Innovación 2021-2023/PID2023-146611NB-I00/ES/TENDENCIAS Y DESAFIOS EN LA DISTRIBUCION COMERCIAL: OPTIMIZANDO ESTRATEGIAS, CANALES E INTERACCIONES/ Atribución 4.0 Internacional http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess Subscription video on demand Cancellation Continuance intention Satiation Satisfaction Customer relationship management Utility model Televisión de pago Consumidores-Conducta Subscription television Consumer behavior Do satisfaction and satiation both drive immediate and delayed subscription cancellation? Implications for subscription video-on-demand services info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Journal of Retailing and Consumer Services 89 104624 THUMBNAIL Becerril-jrcs_2026.pdf.jpg Becerril-jrcs_2026.pdf.jpg IM Thumbnail image/jpeg 4921 https://riubu.ubu.es/bitstream/10259/11145/4/Becerril-jrcs_2026.pdf.jpg 77b5261aae6ac06438edd4ef38482709 MD5 4 LICENSE license.txt license.txt text/plain; charset=utf-8 999 https://riubu.ubu.es/bitstream/10259/11145/3/license.txt b295bcbce42e2caabeb0c623d3860c06 MD5 3 CC-LICENSE license_rdf license_rdf application/rdf+xml; charset=utf-8 908 https://riubu.ubu.es/bitstream/10259/11145/2/license_rdf 0175ea4a2d4caec4bbcc37e300941108 MD5 2 ORIGINAL Becerril-jrcs_2026.pdf Becerril-jrcs_2026.pdf application/pdf 1494925 https://riubu.ubu.es/bitstream/10259/11145/1/Becerril-jrcs_2026.pdf 2a366c815104537919516d8feb0c4fb0 MD5 1 10259/11145 oai:riubu.ubu.es:10259/11145 2025-12-17 02:05:47.49 Repositorio Institucional de la Universidad de Burgos bubrep@ubu.es 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