A study on the Factors Influencing Continuance Intention to Use Subscription-based OTT Platform Services

Pan, Zhi; Cho, Hee Jun

doi:10.1109/bcd54882.2022.9900848

Cited by 3 publications

(1 citation statement)

References 14 publications

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“…If there were no smartphones or Internet services, then surviving this pandemic would not have been possible. In addition to this, perceived enjoyment is also found to be an important factor influencing consumers toward OTT platforms as people feel at ease and relax while using such OTT platforms, as their favorite program is available on a simple search button (Pan & Cho, 2022; Yousaf et al, 2021). The study was conducted by Khadia and Awasya (2020) added significant contribution to the literature and has drawn important conclusions by suggesting that youth nowadays are becoming really impatient, and they do not have much time to wait for any show or movie to premiere on the television, so they choose this platform, especially during the lockdown period.…”

Section: Introductionmentioning

confidence: 99%

The Antecedents of Consumer Satisfaction Toward OTT Platforms During COVID-19 Lockdown in India

Verma

Yadav

2023

Jindal Journal of Business Research

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The outbreak of COVID-19 has emerged as the biggest threat to human life. It has changed the entire lifestyle of human beings concerning their emotional stability and cognitive development. Enjoyment is one of the emotions and acts as a positive stimulus that a consumer used to feel and seeks for a balanced life. Since the nationwide lockdown was implemented on March 25, 2020, people have turned restless about how to enjoy themselves at home, as all of their options of going out were being shattered. It was the time when continuous innovations in the form of digital content through over-the-top (OTT) platforms flourished and provided an affordable and diversified entertainment source to consumers. These OTT services help consumers to view the contents via the Internet directly. Furthermore, it has drastically changed people’s preferences toward diversified content based on their choices. This study aims to explore the various determinants affecting consumer satisfaction toward the OTT platforms amid COVID-19 crisis in India. The study’s main findings revealed that among the demographic variables, age group of the consumer largely influences their satisfaction toward OTT platforms. Moreover, work from home, affordability, convenience, and content quality are the significant determinants affecting consumer satisfaction levels toward OTT platforms. The study is relevant to the current marketing scenario, as it provides useful insights for the content developers of the major OTT platforms such as Amazon Prime, Netflix, Disney+ Hotstar, Voot, and many others to enhance the consumer satisfaction in the terms of digital content consumption.

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Section: Introductionmentioning

confidence: 99%