The moderating role of gender between perceived value of foreign products and customer switching behaviour : a case of an Egyptian TV drama

الملخص EN

The growing popularity of foreign drama has led Egyptian viewer's to switch to foreign drama, which has affected the rates of viewing local drama.

This study is based on the qualitative and quantitative inputs, which were used in the research; this method is known as triangulation or trigonometric.

The analytical study used (33 articles) from the press in order to obtain data through an analytical form whose category included all the questions of the analytical study.

A quantitative survey conducted among 450 viewers of drama in Egypt.

The responses were tabulated on a five-point Likert scale.

Data analysis used SPSS and SmartPLS statistical software packages.

The study findings revealed that, overall, Indian and Turkish dramas have an impact on Egyptian drama; there are many factors which affect the determinants of perceived value of foreign drama, which have somewhat negatively affected the switching behaviour of the viewers from Egyptian drama.

There is a relationship between determinants of perceived value, and Viewer switching behaviour.

Finally, gender as a modified variable affects the switching behaviour of the viewers.

This study has improved our understanding of the factors affecting viewers 'attractiveness to foreign drama.

The study presents important implications for both theory and practice.