Unveiling the dynamics of Malaysian viewers’ continuance usage intention of OTT platforms: insights from the stimulus-organism-response (SOR) paradigm

Abstract

Purpose This study aims to investigate how over-the-top (OTT) media services affect consumers’ demands for value, convenience, visual experience and their ability to advance media communications. This study also examines the constructs that impact viewers’ satisfaction and subsequently lead to continuance usage intention of OTT platforms. Using the stimulus-organism-response (SOR) model as the theoretical basis, the present study constructs include content quality, accessibility, entertainment, hedonic value, attitude, satisfaction and continuance usage intention of OTT platforms. Design/methodology/approach The responses were collected from 1,280 OTT platform users in Malaysia through online questionnaires. This study aimed to examine the perceptions of OTT viewers towards their satisfaction and continuance usage intention of the respective platforms. The study used a quantitative approach, and the relationships among the study constructs were assessed using partial least squares – structural equation modelling. Findings The present study found that the content quality and accessibility were significant in determining OTT viewers’ perceived hedonic value and attitude, which subsequently led to their satisfaction and continuance usage intention of OTT platforms. Additionally, it was identified that satisfaction had a substantial influence on viewers’ continuance usage intention of OTT platforms. Originality/value This study uses the SOR model to determine the relationships among OTT platform characteristics, hedonic value, attitude, satisfaction and continuance intention.