On the consumption of OTT services in India: insights from technology acceptance model and the uses and gratifications theory
DOI:
https://doi.org/10.1108/INMR-08-2023-0141Palavras-chave:
Over-the-top, Technology acceptance model, Uses and gratifications, Online streaming, Intention to use and payResumo
PurposeThe study explores the factors influencing consumers’ motivation to use video streaming services of over-the-top (OTT) platforms and their willingness to pay for those services.
Design/methodology/approachUsing a sample of 256 Indian consumers of OTT services, the study empirically tests a research framework based on the technology acceptance model (TAM) and uses and gratifications theory (UGT). Partial least squares structural equation modeling (PLS-SEM) method was used to analyze the primary data and explain consumers’ motivations toward the OTT services.
FindingsThe findings suggest that consumers’ intentions to use OTT services are determined by both extrinsic as well as intrinsic factors. However, their motivations to pay for OTT services are strongly linked with intrinsic factors such as instrumental use, interactive control and flow experience.
Research limitationsThe research focuses largely upon the individual motivations and perception towards the OTT services. It omits the prevalent communal behaviors in Indian households, where use of OTT may be considered as a shared activity. This study relies upon the data collected from urban technology savvy individuals. This may not accurately reflect the opinion of rural consumers where accessing OTT is increasing rapidly.
Practical implicationsThe study will guide the global OTT players to design strategies and successfully expand their operations in emerging markets.
Originality/valueThis paper contributes to the literature by explaining the attitudes of Indian consumers toward OTT services.
Downloads
Referências
Allam, R., & Dinana, H. (2021). The Future of TV and Online Video Platforms: A Study on Predictors of Use and Interaction with Content in the Egyptian Evolving Telecomm, Media & Entertainment Industries. Sage Open, 11(3).
Bhatt, K. (2022). Adoption of online streaming services: moderating role of personality traits. International Journal of Retail & Distribution Management, 50(4), 437-457.
Bhattacharyya, S. S., Goswami, S., Mehta, R., & Nayak, B. (2022). Examining the factors influencing adoption of over the top (OTT) services among Indian consumers. Journal of Science and Technology Policy Management, 13(3), 652-682.
Camilleri, M. A., & Falzon, L. (2020). Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT). Spanish Journal of Marketing-ESIC, 25 (2), 2021, 216-236.
Cebeci, U., Ince, O., & Turkcan, H. (2019). Understanding the intention to use Netflix: An extended technology acceptance model approach. International Review of Management and Marketing, 9(6), 152-157.
Cha, J. (2013). Predictors of television and online video platform use: a coexistence model of old and new video platforms, Telematics and Informatics, 30(4), 296-310.
Chen, C. H., Chen, I. F., Tsaur, R. C., & Chui, L. Y. (2023). User behaviors analysis on OTT platform with an integration of technology acceptance model. Quality & Quantity, 1-19.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern Methods for Business Research, 295(2), 295-336.
Damasceno, A. L. T., Morini, C., & Pannellini, G. L. (2023). Lessons from the fastest Brazilian unicorn. Innovation & Management Review, 20(3), 281-297.
Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989). User acceptance of computer technology: a comparison of two theoretical models, Management Science, 35(8), 982-1003.
ETGovernment (2022), “India set to surpass 1 billion Internet users, $400 bn online spending by 2030”, available at: https://government.economictimes.indiatimes.com/news/technology/india-set-to-surpass-1-billion-internet-users-400-bn-online-spending-by-2030-report/96239734 (accessed 9 January 2024).
Gefen, D., Karahanna, E., & Straub, D. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27, 51–90.
Gupta, A., Verma, M. S., Toteja, R., & Narang, D. (2021). Exploratory Analysis of Factors Influencing User‟ s Adoption towards OTT Industry. International Journal of Science, Engineering and Management (IJSEM), 6(5), 44-49.
Gupta, G., & Singharia, K. (2021). Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis. Vision, 25(1), 36-46.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis: Pearson new international edition. Essex: Pearson Education Limited, 1(2).
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of The Academy of Marketing Science, 43, 115-135.
Isa, A. M., Mahmud, W. A. W., & Sulaiman, W. I. W. (2020). The combining of intrinsic and extrinsic motives for employing OTT media and comprehending the audience’s gratification in Malaysia. Jurnal Komunikasi: Malaysian Journal of Communication, 36(3), 266-280.
Järveläinen, J. (2007). Online purchase intentions: An empirical testing of a multiple-theory model. Journal of Organizational Computing and Electronic Commerce, 17(1), 53–74.
Katz, E., Blumler, J.G. and Gurevitch, M. (1973), Uses and gratifications research, Public Opinion Quarterly, 37(4), 509-523.
Khatri, V., Samuel, B. M., & Dennis, A. R. (2018). System 1 and System 2 cognition in the decision to adopt and use a new technology. Information & Management, 55(6), 709-724.
Lee, C. C., Nagpal, P., Ruane, S. G., & Lim, H. S. (2018). Factors affecting online streaming subscriptions. Communications of the IIMA, 16(1), 2.
Lee, H., Kim, D., Ryu, J. and Lee, S. (2010), Acceptance and rejection of mobile TV among young adults: a case of college students in South Korea, Telematics and Informatics, 28(4), 239-250.
Li, Q., Guo, X. and Bai, X. (2017), Weekdays or weekends: exploring the impacts of microblog posting patterns on gratification and addiction, Information and Management, 54(5), 613-624.
Menon, D., & Meghana, H. R. (2021). Unpacking the uses and gratifications of Facebook: A study among college teachers in India. Computers in Human Behavior Reports, 3, 100066.
Mulla, T. (2022). Assessing the factors influencing the adoption of over-the-top streaming platforms: A literature review from 2007 to 2021. Telematics and Informatics, 69, 101797.
Nagaraj, S., Singh, S., & Yasa, V. R. (2021). Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India. Technology in Society, 65, 101534.
Nakamura, J., & Csikszentmihalyi, M. (2002). The concept of flow. In S. J. Lopez & C. R. Snyder (Eds.), Handbook of positive psychology (pp. 89–105). London: Oxford University Press.
Oh, H., Jeong, M., & Baloglu, S. (2013). Tourists' adoption of self-service technologies at resort hotels. Journal of Business Research, 66(6), 692-699.
Pando-Garcia, J., Periañez-Cañadillas, I., & Charterina, J. (2016). Business simulation games with and without supervision: An analysis based on the TAM model. Journal of Business Research, 69(5), 1731–1736.
Papacharissi, Z., & Rubin, A. (2000). Predictors of internet use. Journal of Broadcasting & Electronic Media, 44, 175–196.
Polisetty, A., Sowmya, G., & Pahari, S. (2023). Streaming towards innovation: Understanding consumer adoption of OTT services through IRT and TAM. Cogent Business & Management, 10(3), 2283917.
Puthiyakath, H. H., & Goswami, M. P. (2021). Is Over the Top Video Platform the Game Changer over Traditional TV Channels in India? A Niche Analysis. Asia Pacific Media Educator, 31(1), 133-150.
Quan-Haase, A. and Young, A.L. (2010), Uses and gratifications of social media: a comparison of Facebook and instant messaging, Bulletin of Science, Technology and Society, 30(5), 350-361.
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication & Society, 3(1), 3–37.
Shah, S., & Mehta, N. (2023). Over-the-top (OTT) streaming services: studying users’ behaviour through the UTAUT model. Management and Labour Studies, 48(4), 531-547.
Sherry, J. L. (2004). Flow and media enjoyment. Communication theory, 14(4), 328-347.
Soren, A. A., & Chakraborty, S. (2023). Beliefs, flow and habit in continuance of over-the-top (OTT) platforms. International Journal of Retail & Distribution Management. ahead-of-print https://doi.org/10.1108/IJRDM-06-2023-0379
Stafford, T.F., Stafford, M.R. and Schkade, L.L. (2004), Determining uses and gratifications for the internet, Decision Sciences, 35(2), 259-288.
Statista (2020), “OTT Video - Worldwide” available at: https://www.statista.com/outlook/amo/media/tv-video/ott-video/worldwide (accessed 9 January 2024).
Sundar, S. S., & Limperos, A. M. (2013). Uses and grats 2.0: New gratifications for new media. Journal of Broadcasting & Electronic Media, 57(4), 504–525.
Tefertiller, A. (2018). Media substitution in cable cord-cutting: The adoption of web-streaming television. Journal of Broadcasting & Electronic Media, 62(3), 390-407.
Yang, H. and Lee, H. (2018). Exploring user acceptance of streaming media devices: an extended perspective of flow theory, Information Systems and e-Business Management, 16(1), 1-27.
Yousaf, A., Mishra, A., Taheri, B., & Kesgin, M. (2021). A cross-country analysis of the determinants of customer recommendation intentions for over-the-top (OTT) platforms. Information & Management, 58(8), 103543.
Downloads
Publicado
Edição
Seção
Licença
Copyright (c) 2025 Kriti Priya Gupta, Deepika Joshi, Shikha Singh
Este trabalho está licenciado sob uma licença Creative Commons Attribution 4.0 International License.
• O(s) autor(es) autoriza(m) a publicação do artigo na revista;
• O(s) autor(es) garante(m) que a contribuição é original e inédita e que não está em processo de avaliação em outra(s) revista(s);
• A revista não se responsabiliza pelas opiniões, ideias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seu(s) autor(es);
• É reservado aos editores o direito de proceder ajustes textuais e de adequação do artigos às normas da publicação.
