How Continuous Intentions Towards Over the Top Platform are Framed? Stimulus–Organism– Response Model Perspective

Abstract

The current study attempts to measure the determinants of continuous intention of over-the-top (OTT) platforms. In the present context, stimulus–organism–response (S–O–R) model was applied to identify the determinants of continuous intentions. The data were collected from users of the existing OTT platforms. To test the proposed model, we applied the partial least square structural equation modeling (PLS-SEM) technique in accordance with the objective and hypotheses. The proposed model explains 45% of perceived value and 41% of continuance intentions, respectively. The results indicated that there are four significant relationships and one insignificant relationship. To explicitly state; perceived ease of use, perceived customization benefits, mobility has a favorable impact on perceived value, and perceived value significantly influences the continuous intention of OTT platform, and last, entertainment value was found to be insignificant with perceived value. This study provides varied clues to marketers to shape up customers behavior and to ensure the factors affecting decision regarding continuous intention of OTT platform. The current study proposes that continuous intentions can be framed by offering value.

Identifying gratification behind the consumption of the OTT platforms in an emerging market: a means-end theory approach

“…As a result, this study provides novelty by utilizing the means-end theory. Furthermore, the present study extends the usage of means-end theory by utilizing it to identify gratifications, and thereby, answering calls from previous scholars (Dhiman et al. , 2022; Menon, 2022; Sadana and Sharma, 2021).…”

“…The current study combines uses and gratification theory (U&G) and means-end theory to identify the gratifications behind selection of OTT platforms. Users not only select OTT platforms for the functional attributes but also to fulfill their psychological and social needs (Dhiman et al. , 2022; Menon, 2022).…”

“…The current study combines uses and gratification theory (U&G) and means-end theory to identify the gratifications behind selection of OTT platforms. Users not only select OTT platforms for the functional attributes but also to fulfill their psychological and social needs (Dhiman et al, 2022;Menon, 2022). U&G states that users select a media to fulfill their cognitive and affective needs and obtain certain gratifications by fulfilling these needs (Menon, 2022).…”

Preferensi Media Para Millenial terhadap Televisi Konvensional (Free To Air) dan Layanan Video Berlangganan (Over The Top)

“…Adaptasi teknologi bukan hal yang sulit bagi generasi ini (McKinley, 2018) sehingga milenial cenderung tidak kesulitan atas teknologi yang ditetapkan di OTT. Justru mobilitas dan kesibukan milenial membuat mereka membutuhkan media hiburan yang fleksibel, mudah disesuaikan dengan kebutuhan, dan mudah digunakan (Dhiman et al, 2022).…”

“…Kekuatan dari OTT adalah mudah digunakan dan mudah disesuaikan dengan kebutuhan (Dhiman et al, 2022), fleksibilitas perangkat, fleksibilitas waktu dan personalisasi konten. Sedangkan kekuatan media televisi ada pada layanan gratis dan jaringan luas yang membuat TV tetap langgeng selama beberapa waktu ke depan (Heresco & Figueroa, 2020).…”