Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study

Agarwal, Reeti; Mehrotra, Ankit; Sharma, Veenu; Papa, Armando; Malibari, Areej

doi:10.1016/j.jretconser.2023.103529

Cited by 32 publications

(6 citation statements)

References 39 publications

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“…Studies disclose significant health consequences of excessive streaming media consumption (Perks, 2019). Therefore, we propose that excessive consumption of OTT streaming services may expose users to various PHR, such as disrupted sleeping patterns, compulsive overeating, physical inactivity and mood swings, including anxiety, fatigue and emptiness (Agarwal et al, 2023;Sharma and Lulandala, 2022). Understanding these risks is crucial for OTT streaming service providers to develop effective strategies to promote healthy media consumption behaviours amongst users (Singh et al, 2021).…”

Section: Perceived Risksmentioning

confidence: 99%

“…(2022) has brought to light the severe consequences of privacy breaches, particularly those that involve sensitive user credentials such as card details, email, name, contact number, age and gender. Users often saving such information within their OTT applications have become prime targets for cybercriminals, leaving them vulnerable to potential data breaches (Agarwal et al, 2023). Poon and Tung (2022) have shown that privacy concerns can significantly impact consumer trust, behaviour and willingness to purchase online.…”

Section: Perceived Risksmentioning

confidence: 99%

“…During the fiscal year 2021–22, the Indian OTT market stood at US$2.92bn, with projections indicating a flourishing compound annual growth rate (CAGR) of approximately 16.58% between 2023–2027, escalating to over US$7bn (Cyrill, 2023). The imposition of COVID-19 restrictions and lockdowns between 2020 and 2022 in India served as a catalyst, triggering an extensive transition from conventional to digital video consumption (Agarwal et al. , 2023).…”

Section: Introductionmentioning

confidence: 99%

“…During the fiscal year 2021-22, the Indian OTT market stood at US$2.92bn, with projections indicating a flourishing compound annual growth rate (CAGR) of approximately 16.58% between 2023-2027, escalating to over US$7bn (Cyrill, 2023). The imposition of COVID-19 restrictions and lockdowns between 2020 and 2022 in India served as a catalyst, triggering an extensive transition from conventional to digital video consumption (Agarwal et al, 2023). This evolving trend was confirmed by the Confederation of Indian Industry and Boston Consulting Group report on Indian Media and Entertainment, which forecasted a potential growth trajectory of 20-23% for the Indian OTT market from 2022 to 2030 (Cyrill, 2023).…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Exploring new dimensions in OTT consumption: an empirical study on perceived risks, descriptive norms and goal-directed behaviour

Sahu,

Singh,

Singh

et al. 2024

APJML

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PurposeWith over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive norms influence OTT consumption.Design/methodology/approachSurvey data from OTT subscribers were collected online to assess their risk behaviours. The 353 responses obtained were analysed with SmartPLS, validating the structural equation modelling (SEM) through structural and measurement model verification.FindingsThe authors' findings illustrate that descriptive norm, perceived behavioural control, as well as positive and negative anticipated emotion (NEM) and attitude, contribute positively to the desire to engage with OTT streaming services. Interestingly, the authors' study contradicts common assumptions, revealing that subjective norms do not significantly impact the propensity to utilise OTT services. This counterintuitive finding necessitates a reconsideration of prevalent theories and contributes to a nuanced understanding of OTT adoption determinants.Research limitations/implicationsThe data gathering for this study were conducted from the perspective of a single nation. Therefore, caution must be exercised when generalising this study's results.Practical implicationsThe practical ramifications of this research are vast, providing OTT service providers and marketers with actionable insights to maximise user engagement and navigate perceived risks related to OTT service adoption and consumption.Originality/valueThis study's exploration of perceived risks and descriptive norms enhances the goal-directed behaviour model's breadth, facilitating a holistic comprehension of the constructs shaping OTT consumption behaviours. It would be the first attempt to combine perceptual, affective and behavioural factors and perceived risks to understand the user's predisposition to engage in OTT streaming services.

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Section: Perceived Risksmentioning

confidence: 99%

Section: Perceived Risksmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Exploring new dimensions in OTT consumption: an empirical study on perceived risks, descriptive norms and goal-directed behaviour

Sahu,

Singh,

Singh

et al. 2024

APJML

View full text Add to dashboard Cite

show abstract

“…Applying the Uses and Gratification theory to a particular social media context can elicit gratification from the feature, user engagement, and their level of participation. Agarwal et al (2023) employed a qualitative research method to identify key themes and mapped those to the U&G theory, comprising four key gratifications associated with OTT platforms: modality, agency, interactivity, and navigability. The U&G theory is an apt framework for the current study, as it emphasizes users' personal characteristics and individual needs that determine media use and satisfaction.…”

Section: Whatsapp Status Motivation: Literature Review and Theoretica...mentioning

confidence: 99%

What motivates users to keep WhatsApp statuses: a scale development study

Pattusamy,

Chopdar

2023

APJML

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PurposeDespite the immense popularity of WhatsApp, there needs to be more reliable and valid scales for identifying and measuring users' motivation behind frequent WhatsApp status updates. This study explores the underlying motivations of users in updating their WhatsApp statuses and develops a scale to measure them.Design/methodology/approachFollowing a mixed-method research design, data were obtained from WhatsApp users in India. The current research furnishes results from five studies, involving both qualitative and quantitative approaches.FindingsThe results uncover seven unique motivations of users for keeping WhatsApp status, namely: social good, attention seeking, social relations, expressing views, life updates, inspiration and entertainment. Additionally, the empirical findings demonstrate the effects of the above dimensions on the positive and negative emotions of users.Originality/valueThis research is a pioneering effort in developing and validating a scale on WhatsApp status motivation construct. Key managerial and scholarly implications of the findings arising from this research are also discussed.

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Drivers and Challenges in Achieving Corporate Carbon Neutrality—Qualitative Investigation of Carbon Capture, Utilization, and Storage Technologies

Bhatia,

Gugnani,

Yaqub

et al. 2024

Bus Strat Env

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The importance of attaining carbon neutrality (CN) has progressively increased in addressing climate change, and consequently, carbon capture, utilization, and storage (CCUS) has emerged as a promising tool in this pursuit. Nevertheless, a dearth of scholarly discourse exists about the factors that drive the implementation of CCUS in the context of corporate CN and the challenges that inhibit the adoption of CCUS for CN. This study aims to bridge this knowledge gap by analyzing open‐ended essays to gain cardinal insights into the experiences and perspectives of companies successfully implementing CCUS for CN. The collected (qualitative) data underwent rigorous analysis to synthesize three distinct dimensions encompassing various aspects of CCUS to achieve CN. The study identifies multiple CCUS components employed to manage carbon emissions effectively. It underscores the five drivers accelerating the adoption of CCUS and classifies them as intrinsic or extrinsic drivers. Various challenges impeding the successful adoption of CCUS have been pinpointed as emanating from financial, human resource, operational, technological, and strategic challenges; technology development and infrastructural challenges, environmental impacts; and social and regulatory challenges. Our research renders valuable theoretical and practical insights based on the prevalent discourse regarding the implementation of CCUS in the field of CN with a comprehensive and inclusive approach.

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Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study

Cited by 32 publications

References 39 publications

Exploring new dimensions in OTT consumption: an empirical study on perceived risks, descriptive norms and goal-directed behaviour

Exploring new dimensions in OTT consumption: an empirical study on perceived risks, descriptive norms and goal-directed behaviour

What motivates users to keep WhatsApp statuses: a scale development study

Drivers and Challenges in Achieving Corporate Carbon Neutrality—Qualitative Investigation of Carbon Capture, Utilization, and Storage Technologies

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