Understanding continuance intention of subscription video-on-demand based over-the-top (OTT) platforms: A multiple moderation approach

Document Type : Research Paper

Authors

1 1. Assistant Professor, School of Commerce, Presidency University, Bangalore, India 2. VIT Business School, Vellore Institute of Technology, Vellore, India

2 Professor, VIT Business School, Vellore Institute of Technology, Vellore, India

3 VIT Business School, Vellore Institute of Technology, Vellore, India

4 Assistant Professor, Kingston Engineering College, Vellore, India.

5 Assistant Professor, GITAM School of Business School, Visakhapatnam, India

Abstract

OTT (over-the-top) platforms that stream media directly to viewers via the Internet, bypassing cable, broadcast, and satellite television platforms, are one of the fastest-growing platforms in India. This study investigates the variables influencing continuance intention to subscribe to video-on-demand streaming media services. Utilizing the expectation confirmation model (ECM) and adding habit and content availability, the moderating effects of those variables are examined. SmartPLS was used for Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the results of the measurement and structural models. The findings show that perceived usefulness and expectation had a significant impact on satisfaction and that the effect of satisfaction was significant on continuance intention to subscribe. Research establishes that habit and content availability moderate the association between satisfaction and continuance intention. The study provides valuable insights for service providers, marketers, and practitioners to strengthen continuance intentions.

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Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies)

Articles in Press, Accepted Manuscript
Available Online from 29 October 2023

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