IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v75y2023ics0969698923002801.html
   My bibliography  Save this article

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

Author

Listed:
  • Agarwal, Reeti
  • Mehrotra, Ankit
  • Sharma, Veenu
  • Papa, Armando
  • Malibari, Areej

Abstract

Consumers are increasingly moving from traditional television to Over-The-Top (OTT) streaming platforms. Although OTT platforms are widely used, people's interactions with them vary; some people use them eagerly, while others are hesitant. There is a need for thorough knowledge of the underlying elements that affect people's decisions to adopt OTT platforms. OTT platforms must understand the consumers' perceptions to engage effectively in customer retention and acquisition. Using the Gioia method, the study adopted the qualitative research approach to investigate the themes that emerged from the participant's responses and to frame our research into the context of users' actual experiences by utilizing the grounded-theory methodology. The extracted themes drawn from the opinion of 50 participants were found to align with the Innovation Resistance Theory (IRT) and Uses & Gratification Theory 2.0 (UGT 2.0). Aligning with the IRT theory, the barriers were classified under five sub-themes: usage, value, risk, tradition, and image. The drivers were mapped with the UGT 2.0 framework comprising of four sub-themes: modality, agency, interactivity, and navigability. Our study contributes a theoretical aspect by classifying OTT platform usage behavior in the post-pandemic period.

Suggested Citation

  • Agarwal, Reeti & Mehrotra, Ankit & Sharma, Veenu & Papa, Armando & Malibari, Areej, 2023. "Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    • Handle: RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002801
    DOI: 10.1016/j.jretconser.2023.103529
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923002801
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103529?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Ray, Arghya & Dhir, Amandeep & Bala, Pradip Kumar & Kaur, Puneet, 2019. "Why do people use food delivery apps (FDA)? A uses and gratification theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 221-230.
    2. Bastiaan BACCARNE & Tom EVENS & Dimitri SCHUURMAN, 2013. "The Television Struggle: an Assessment of Over-the-Top Television Evolutions in a Cable Dominant Market," Communications & Strategies, IDATE, Com&Strat dept., vol. 1(92), pages 43-61, 4th quart.
    3. Chakraborty, Debarun & Singu, Hari Babu & Patre, Smruti, 2022. "Fitness Apps's purchase behaviour: Amalgamation of Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the innovation resistance theory (IRT)," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    4. Wahab, Hamza Kaka Abdul & Tao, Meng & Tandon, Anushree & Ashfaq, Muhammad & Dhir, Amandeep, 2022. "Social media celebrities and new world order. What drives purchasing behavior among social media followers?," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    5. Louise Osemeke & Emmanuel Adegbite, 2016. "Regulatory Multiplicity and Conflict: Towards a Combined Code on Corporate Governance in Nigeria," Journal of Business Ethics, Springer, vol. 133(3), pages 431-451, February.
    6. Kumar, Sushant & Dhir, Amandeep & Talwar, Shalini & Chakraborty, Debarun & Kaur, Puneet, 2021. "What drives brand love for natural products? The moderating role of household size," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    7. Laato, Samuli & Islam, A.K.M. Najmul & Farooq, Ali & Dhir, Amandeep, 2020. "Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    8. Tandon, Anushree & Dhir, Amandeep & Kaur, Puneet & Kushwah, Shiksha & Salo, Jari, 2020. "Why do people buy organic food? The moderating role of environmental concerns and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    9. Jeffrey Prince & Shane Greenstein, 2017. "Measuring Consumer Preferences for Video Content Provision via Cord‐Cutting Behavior," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 26(2), pages 293-317, June.
    10. Seth, Himanshu & Talwar, Shalini & Bhatia, Anuj & Saxena, Akanksha & Dhir, Amandeep, 2020. "Consumer resistance and inertia of retail investors: Development of the resistance adoption inertia continuance (RAIC) framework," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    11. Magnani, Giovanna & Gioia, Denny, 2023. "Using the Gioia Methodology in international business and entrepreneurship research," International Business Review, Elsevier, vol. 32(2).
    12. Talwar, Shalini & Kaur, Puneet & Kumar, Sushant & Salo, Jari & Dhir, Amandeep, 2022. "The balancing act: How do moral norms and anticipated pride drive food waste/reduction behaviour?," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    13. Moudrý, Dann Vít & Thaichon, Park, 2020. "Enrichment for retail businesses: How female entrepreneurs and masculine traits enhance business success," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    14. Baldry, Shirley & Steingröver, Markus & Hessler, Markus A., 2014. "The rise of OTT players: What is the appropriate regulatory response?," 25th European Regional ITS Conference, Brussels 2014 101398, International Telecommunications Society (ITS).
    15. Hallikainen, Heli & Luongo, Milena & Dhir, Amandeep & Laukkanen, Tommi, 2022. "Consequences of personalized product recommendations and price promotions in online grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    16. Kumar, Sushant & Jain, Aarushi & Hsieh, Jung-Kuei, 2021. "Impact of apps aesthetics on revisit intentions of food delivery apps: The mediating role of pleasure and arousal," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    17. Tandon, Anushree & Kaur, Puneet & Bhatt, Yogesh & Mäntymäki, Matti & Dhir, Amandeep, 2021. "Why do people purchase from food delivery apps? A consumer value perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    18. Shijie Lu & Koushyar Rajavi & Isaac Dinner, 2021. "The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural Experiment," Marketing Science, INFORMS, vol. 40(3), pages 548-568, May.
    19. Shijie Lu & Koushyar Rajavi & Isaac Dinner, 2021. "The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural Experiment," Decision Analysis, INFORMS, vol. 40(3), pages 548-568, May-June.
    20. Talwar, Shalini & Dhir, Amandeep & Khalil, Ashraf & Mohan, Geetha & Islam, A.K.M. Najmul, 2020. "Point of adoption and beyond. Initial trust and mobile-payment continuation intention," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    21. Kumar, Sushant & Murphy, Mikko & Talwar, Shalini & Kaur, Puneet & Dhir, Amandeep, 2021. "What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    22. Agarwal, Reeti & Mehrotra, Ankit & Misra, Dheeraj, 2022. "Customer happiness as a function of perceived loyalty program benefits - A quantile regression approach," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    23. Chen, Chia-Chen & Chang, Chin-Hsuan & Hsiao, Kuo-Lun, 2022. "Exploring the factors of using mobile ticketing applications: Perspectives from innovation resistance theory," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    24. Nagaraj, Samala & Singh, Soumya & Yasa, Venkat Reddy, 2021. "Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India," Technology in Society, Elsevier, vol. 65(C).
    25. Shin, Jungwoo & Park, Yuri & Lee, Daeho, 2016. "Strategic management of over-the-top services: Focusing on Korean consumer adoption behavior," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 329-337.
    26. See-To, Eric W.K. & Papagiannidis, Savvas & Cho, Vincent, 2012. "User experience on mobile video appreciation: How to engross users and to enhance their enjoyment in watching mobile video clips," Technological Forecasting and Social Change, Elsevier, vol. 79(8), pages 1484-1494.
    27. Sadiq, Mohd & Adil, Mohd & Paul, Justin, 2021. "An innovation resistance theory perspective on purchase of eco-friendly cosmetics," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    28. Verma, Anuj & Chakraborty, Debarun & Verma, Meenakshi, 2023. "Barriers of food delivery applications: A perspective from innovation resistance theory using mixed method," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    29. Kaur, Puneet & Dhir, Amandeep & Singh, Naveen & Sahu, Ganesh & Almotairi, Mohammad, 2020. "An innovation resistance theory perspective on mobile payment solutions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    30. Talwar, Shalini & Kaur, Puneet & Yadav, Rambalak & Bilgihan, Anil & Dhir, Amandeep, 2021. "What drives diners' eco-friendly behaviour? The moderating role of planning routine," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Vinoi, Nivin & Shankar, Amit & Khalil, Ashraf & Mehrotra, Ankit & Kumar, Jitender, 2024. "Holding on to your memories: Factors influencing social media hoarding behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Habib, Muhammad Danish & Alghamdi, Aseel & Sharma, Veenu & Mehrotra, Ankit & Badghish, Saeed, 2024. "Diet or lifestyle: Consumer purchase behavior of vegan retailing. A qualitative assessment," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Kumar, Jitender & Katiyar, Gagan & Mehrotra, Ankit & Attri, Rekha & Vishnoi, Sushant Kumar, 2024. "Connecting BOP consumers and retailers: What drives small-time retailing through social media?," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    4. Agarwal, Reeti & Mehrotra, Ankit & Pant, Manoj Kumar & Alzeiby, Ebtesam Abdullah & Vishnoi, Sushant Kumar, 2024. "Digital photo hoarding in online retail context. An in-depth qualitative investigation of retail consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    5. Rohit, Kumar & Shankar, Amit & Katiyar, Gagan & Mehrotra, Ankit & Alzeiby, Ebtesam Abdullah, 2024. "Consumer engagement in chatbots and voicebots. A multiple-experiment approach in online retailing context," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    6. Nadroo, Zeeshan Majeed & Lim, Weng Marc & Naqshbandi, Mohd Asif, 2024. "Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    7. Soren, Anup Anurag & Chakraborty, Shibashish, 2024. "Adoption, satisfaction, trust, and commitment of over-the-top platforms: An integrated approach," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    8. Kumar, Aman & Shankar, Amit & Agarwal, Reeti & Agarwal, Vaishali & Alzeiby, Ebtesam Abdullah, 2024. "With enterprise metaverse comes great possibilities! Understanding metaverse usage intention from an employee perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kumar, Sushant & Shah, Arunima, 2021. "Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    2. Talwar, Shalini & Kaur, Puneet & Kumar, Sushant & Salo, Jari & Dhir, Amandeep, 2022. "The balancing act: How do moral norms and anticipated pride drive food waste/reduction behaviour?," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    3. Agarwal, Reeti & Mehrotra, Ankit & Pant, Manoj Kumar & Alzeiby, Ebtesam Abdullah & Vishnoi, Sushant Kumar, 2024. "Digital photo hoarding in online retail context. An in-depth qualitative investigation of retail consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    4. Chakraborty, Debarun & Singu, Hari Babu & Patre, Smruti, 2022. "Fitness Apps's purchase behaviour: Amalgamation of Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the innovation resistance theory (IRT)," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    5. Talwar, Manish & Talwar, Shalini & Kaur, Puneet & Tripathy, Naliniprava & Dhir, Amandeep, 2021. "Has financial attitude impacted the trading activity of retail investors during the COVID-19 pandemic?," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    6. Shah, Priya & Dhir, Amandeep & Joshi, Rohit & Tripathy, Naliniprava, 2023. "Opportunities and challenges in food entrepreneurship: In-depth qualitative investigation of millet entrepreneurs," Journal of Business Research, Elsevier, vol. 155(PB).
    7. Kautish, Pradeep & Paul, Justin & Sharma, Rajesh, 2021. "The effect of assortment and fulfillment on shopping assistance and efficiency: An e-tail servicescape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    8. Kumar, Jitender & Katiyar, Gagan & Mehrotra, Ankit & Attri, Rekha & Vishnoi, Sushant Kumar, 2024. "Connecting BOP consumers and retailers: What drives small-time retailing through social media?," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    9. Soren, Anup Anurag & Chakraborty, Shibashish, 2023. "The formation of habit and word-of-mouth intention of over-the-top platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    10. Soren, Anup Anurag & Chakraborty, Shibashish, 2024. "Adoption, satisfaction, trust, and commitment of over-the-top platforms: An integrated approach," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    11. Talwar, Shalini & Dhir, Amandeep & Scuotto, Veronica & Kaur, Puneet, 2021. "Barriers and paradoxical recommendation behaviour in online to offline (O2O) services. A convergent mixed-method study," Journal of Business Research, Elsevier, vol. 131(C), pages 25-39.
    12. Jabeen, Fauzia & Kaur, Puneet & Talwar, Shalini & Malodia, Suresh & Dhir, Amandeep, 2022. "I love you, but you let me down! How hate and retaliation damage customer-brand relationship," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    13. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    14. Jebarajakirthy, Charles & Shankar, Amit, 2021. "Impact of online convenience on mobile banking adoption intention: A moderated mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    15. Shankar, Amit & Dhir, Amandeep & Talwar, Shalini & Islam, Nazrul & Sharma, Piyush, 2022. "Balancing food waste and sustainability goals in online food delivery: Towards a comprehensive conceptual framework," Technovation, Elsevier, vol. 117(C).
    16. Alyahya, Mansour & Agag, Gomaa & Aliedan, Meqbel & Abdelmoety, Ziad H., 2023. "A cross-cultural investigation of the relationship between eco-innovation and customers boycott behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    17. Anbumathi, Rajendiran & Dorai, Sriram & Palaniappan, Umayal, 2023. "Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    18. Talwar, Shalini & Talwar, Manish & Kaur, Puneet & Dhir, Amandeep, 2020. "Consumers’ resistance to digital innovations: A systematic review and framework development," Australasian marketing journal, Elsevier, vol. 28(4), pages 286-299.
    19. Chakraborty, Debarun & Siddiqui, Aaliyah & Siddiqui, Mujahid & Rana, Nripendra P. & Dash, Ganesh, 2022. "Mobile payment apps filling value gaps: Integrating consumption values with initial trust and customer involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    20. Nieves-Pavón, Sergio & López-Mosquera, Natalia & Jiménez-Naranjo, Héctor, 2023. "The factors influencing STD through SOR theory," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002801. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.