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Efecto del contenido de nostalgia con el consumo de plataformas streaming

Effect of nostalgia content with the consumption of streaming platforms;
Efeito do conteúdo nostálgico com o consumo de plataformas streaming

dc.contributor.authorCristancho Triana, Gerson Jaquin
dc.contributor.authorLópez Díaz, Alejandra
dc.contributor.authorMuñoz Merchán, Erika Julieth
dc.contributor.authorGonzález Camacho, Geyson Stiven
dc.date.accessioned2024-05-17T15:54:27Z
dc.date.available2024-05-17T15:54:27Z
dc.date.created2024-03-05
dc.identifier.issn1692-2522
dc.identifier.urihttp://hdl.handle.net/11407/8349
dc.descriptionEl consumo de contenido televisivo ha experimentado cambios significativos en los últimos años debido al rápido impulso de los servicios de suscripción de vídeo bajo demanda, también conocidos como servicios de transmisión en continuo (streaming). Estos servicios han aprovechado este impulso para rescatar contenido antiguo, que algunos denominan “nostalgia”. En el contexto colombiano, esto se traduce en contenido relacionado con novelas, películas y series de televisión producidas en el país en años anteriores. En este sentido, el objetivo de la investigación es identificar si la actitud hacia los servicios de streaming y el contenido nostálgico influyen en la intención de compra de estos servicios con contenido nostálgico. Para ello, se utilizó como metodología un estudio de tipo descriptivo, con enfoque cuantitativo, y se aplicó un cuestionario en formato digital a 474 hombres y mujeres mayores de edad con aprecio por el contenido nostálgico en la ciudad de Bogotá. A través de un análisis factorial confirmatorio y de un modelo causal mediante la técnica de bootstrapping, se confirmaron 4 de las 5 hipótesis propuestas. Los resultados indican que la actitud hacia una plataforma de servicios de streaming no influye directamente en la intención de suscripción si estas tienen contenido nostálgico. En cambio, la actitud hacia el contenido nostálgico y la influencia para consumir este contenido sí inciden en la intención de consumo. El estudio se convierte en un insumo relevante para comprender las dinámicas de consumo de servicios de streaming en el contexto latinoamericano.spa
dc.descriptionTelevision content consumption has undergone significant changes in recent years due to the accelerated momentum of video subscription services on demand or also known as streaming services, which have taken advantage of this impulse to resume the old content, which for some is called nostalgia, which in the Colombian context translates into content related to novels, films and television series produced in the country years ago. In that sense, this research aims to identify if the attitude towards streaming services and nostalgic content influence the intention to purchase these services with nostalgic content, For this, a descriptive study was used as a methodology, with a quantitative approach, and a questionnaire was applied in the digital format to 474 adult men and women with appreciation for the nostalgic content of the city of Bogota. Through a confirmatory factor analysis and a causal model using the boobstrapping technique, 4 of the 5 hypotheses proposed were verified. The results indicate that the attitude towards a streaming services platform does not directly influence the subscription intention if they have nostalgia content, while the attitude towards nostalgia content and the influence towards consuming this content does affect the consumption intention. The study becomes a relevant input to understand the dynamics of consumption of streaming services in the Latin American context.eng
dc.descriptionO consumo de conteúdos televisivos sofreu alterações significativas nos últimos anos devido ao impulso acelerado dos serviços de subscrição de vídeo sob demanda ou também conhecidos como serviços streaming, os quais aproveitaram este impulso para retomar o conteúdo antigo, que para alguns se denomina nostalgia, que no contexto colombiano se traduz em conteúdo relacionado com novelas, filmes e séries de televisão produzidas no país anos atrás. Neste sentido, esta investigação tem como objectivo identificar se a atitude para com os serviços streaming e o conteúdo nostálgico influenciam a intenção de comprar estes serviços com conteúdo nostalgia, para isso foi utilizado como metodologia um estudo de tipo descritivo, com enfoque quantitativo, e aplicou-se um questionário o formato digital a 474 homens e mulheres maiores de idade com apreço ao conteúdo nostalgia da cidade de Bogotá. Através de uma análise fatorial confirmatória e de um modelo causal através da técnica de boobstrapping, foram verificadas 4 das 5 hipóteses propostas. Os resultados indicam que a atitude para com uma plataforma de serviços streaming não influencia directamente a intenção de subscrição se estas tiverem conteúdo nostálgico, enquanto que a atitude para com o conteúdo nostalgia e a influência para consumir este conteúdo incide na intenção de consumo. O estudo se converte em um insumo relevante para entender as dinâmicas de consumo de serviços streaming no contexto latino-americano.por
dc.formatPDF
dc.format.extentp. 1-20
dc.format.mediumElectrónico
dc.format.mimetypeapplication/pdf
dc.language.isospa
dc.publisherUniversidad de Medellín
dc.relation.ispartofseriesAnagramas Rumbos y Sentidos de la Comunicación; Vol. 22 No. 44 (2024)
dc.relation.haspartAnagramas Rumbos y Sentidos de la Comunicación; Vol. 22 Núm. 44 enero-junio 2024
dc.relation.urihttps://revistas.udem.edu.co/index.php/anagramas/article/view/4445
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0*
dc.sourceAnagramas Rumbos y Sentidos de la Comunicación; Vol. 22 No. 44 (2024): (enero-junio); 1-20
dc.subjectActitudspa
dc.subjectConsumospa
dc.subjectComportamiento culturalspa
dc.subjectComportamiento socialspa
dc.subjectProducción televisivaspa
dc.subjectTelecomunicaciónspa
dc.subjectTelevidentespa
dc.subjectUsuario culturalspa
dc.subjectAttitudeeng
dc.subjectConsumerseng
dc.subjectCultural behavioreng
dc.subjectCultural consumerseng
dc.subjectSocial behavioreng
dc.subjectTelevisión programmeseng
dc.subjectTelecommunicationseng
dc.subjectTeleviewerseng
dc.subjectAtitudepor
dc.subjectConsumidorespor
dc.subjectComportamento culturalpor
dc.subjectConsumidores culturaispor
dc.subjectComportamento socialpor
dc.subjectProgramas de televisãopor
dc.subjectTelecomunicaçõespor
dc.subjectTelespectadorespor
dc.titleEfecto del contenido de nostalgia con el consumo de plataformas streamingspa
dc.titleEffect of nostalgia content with the consumption of streaming platformseng
dc.titleEfeito do conteúdo nostálgico com o consumo de plataformas streamingpor
dc.typearticle
dc.relation.citationvolume22
dc.relation.citationissue44
dc.relation.citationstartpage1
dc.relation.citationendpage20
dc.audienceComunidad Universidad de Medellín
dc.publisher.facultyFacultad de Comunicación
dc.coverageLat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degreesLong: 075 36 00 W degrees minutes Long: -75.6000 decimal degrees
dc.publisher.placeMedellín
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dc.rights.creativecommonsAttribution-NonCommercial-NoDerivatives 4.0 International*
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dc.type.versioninfo:eu-repo/semantics/publishedVersion
dc.type.localArtículo científico
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dc.identifier.reponamereponame:Repositorio Institucional Universidad de Medellín
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dc.identifier.instnameinstname:Universidad de Medellín


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