Results of hypothesis testing
| Hypothesis | Path | Statistical results | Test results |
|---|---|---|---|
| H1 | Service bundling → Degree of contents usage | β1>0 | Supported |
| H2 | Remaining contract months → Degree of contents usage | β2>0 | Supported |
| H3 | Membership points → Degree of contents usage | β3>0 | Supported |
| H4 | Total VOC → Degree of contents usage | β4>0 | Supported |
| H5 | Membership years → Degree of contents usage | β5>0 | Supported |
| H6 | Service bundling → Customer defection | β1<0 | Supported |
| H7 | Remaining contract months → Customer defection | β2=0 | Not supported |
| H8 | Membership points → Customer defection | β3=0 | Not supported |
| H9 | Total VOC → Customer defection | β4<0 | Supported |
| H10 | Membership years → Customer defection | β5=0 | Not supported |
| H11 | Channel views → Customer defection | β6=0 | Not supported |
| H12 | VOD views → Customer defection | β7=0 | Not supported |
| H13 | TVOD views → Customer defection | β8=0 | Not supported |
| H14 | PPV → Customer defection | β9<0 | Supported |
| H15 | Monthly subscriptions → Customer defection | β10<0 | Supported |
| Hypothesis | Path | Statistical results | Test results |
|---|---|---|---|
| Service bundling → Degree of contents usage | Supported | ||
| Remaining contract months → Degree of contents usage | Supported | ||
| Membership points → Degree of contents usage | Supported | ||
| Total VOC → Degree of contents usage | Supported | ||
| Membership years → Degree of contents usage | Supported | ||
| Service bundling → Customer defection | Supported | ||
| Remaining contract months → Customer defection | Not supported | ||
| Membership points → Customer defection | Not supported | ||
| Total VOC → Customer defection | Supported | ||
| Membership years → Customer defection | Not supported | ||
| Channel views → Customer defection | Not supported | ||
| VOD views → Customer defection | Not supported | ||
| TVOD views → Customer defection | Not supported | ||
| PPV → Customer defection | Supported | ||
| Monthly subscriptions → Customer defection | β10<0 | Supported |
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