Efeito do conteúdo nostálgico com o consumo de plataformas streaming
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O 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 umaanálise 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.
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