2026-05-14T11:37:43Zhttps://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 Nieto-García, Marta Muñoz-Gallego, Pablo Antonio Subscription video on demand Cancellation Continuance intention Satiation Satisfaction Customer relationship management Utility model 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. 2025-12-16 2025-12-16 2026-02 info:eu-repo/semantics/article 0969-6989 https://hdl.handle.net/10259/11145 10.1016/j.jretconser.2025.104624 eng 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/ http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess Atribución 4.0 Internacional Elsevier