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Interrelated factors driving the purchase of over-the-top television subscription services: A study using exploratory factor analysis and the decision-making trial and evaluation laboratory method

Author

Listed:
  • Saini, Chand P.

    (Assistant Professor, SGT University)

  • Gupta, Neha

    (Assistant Professor of Amity School of Business, Amity University Uttar Pradesh)

Abstract

This study identifies the key factors motivating people to subscribe to over-the-top (OTT) services and examines the causal relationships between those factors. As it is a multiple criteria decision-making problem, the study embraces an integrated model of exploratory factor analysis and the decision-making trial and evaluation laboratory (DEMATEL) method. The latter technique is used to simplify the decision-making process and visualise the interrelationships between the motivation factors. The study identifies four key motivational factors: flexibility, content, variety and social status, of which content is the most crucial. The findings of this study will be of interest to marketing analysts and decision-makers seeking to measure, analyse and improve marketing performance in order to develop better strategies for marketing OTT services.

Suggested Citation

  • Saini, Chand P. & Gupta, Neha, 2020. "Interrelated factors driving the purchase of over-the-top television subscription services: A study using exploratory factor analysis and the decision-making trial and evaluation laboratory method," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 6(1), pages 73-84, June.
    • Handle: RePEc:aza:ama000:y:2020:v:6:i:1:p:73-84
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    More about this item

    Keywords

    decision-making; OTT; live-streaming; flexibility; content; factor analysis; DEMATEL;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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