فاطمه نجف بیک ارتکه

  This study aims to examine users' motivations for purchasing Filimo subscriptions and to investigate their media consumption behavior and user experience. Given the rapid growth of home video platforms and changes in media consumption patterns within Iranian society, understanding the motivations behind users' decisions to subscribe to these platforms has become increasingly important. The theoretical framework of the study is based on Charles Atkin’s Needs-Seeking Theory and the Uses and Gratifications Theory. The research adopts a quantitative method using a researcher-designed questionnaire. The statistical population consists of active users of Filimo. The sample size is determined as ۳۸۴ individuals based on Cochran's formula, and the sampling method is a mixed (integrated) approach utilizing two techniques: multistage sampling and purposive sampling. The collected data will be analyzed through descriptive and inferential statistical methods using spss software.