College Students Behaviour on Subscription Fee Services

David Muroň

Master's thesis

Abstract:

This research is aimed at assessing the perception of college students on the use of subscription fee services. More accurately, subscription-based platforms which serve to provide digitalized content. The targeted demo graphic is college students and their recent graduates. In order to assess the current situation and a literature review is presented in the first part of this thesis. Second part of the thesis is dedicated to research and data collection, followed by an assessment by a series of statistical methods. Tool used for data collection is a customized survey containing both open ended and close ended questions aiming to assess the perception of the targeted demographic on these platforms, their period of use, number of platforms that they are subscribing to and analysis of how much financial resources they are spending in order to maintain these platforms. Gathered data is then used in order to answer a series of research questions. The statistical tools used are index analysis, time series analysis and regression analysis. Final outcomes are then compared with the literature overview. A conclusion of the research with its respective recommendations for future research is stated at the end of the thesis.

Keywords

subscriptions, consumer, behaviour, fee, services, students

Language used: English

Date on which the thesis was submitted / produced: 30. 11. 2022

Thesis defence

• Supervisor: Ing. Lenka Rumánková, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
World Economy