IDEAS home Printed from https://ideas.repec.org/a/eee/teinso/v65y2021ics0160791x21000099.html
   My bibliography  Save this article

Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India

Author

Listed:
  • Nagaraj, Samala
  • Singh, Soumya
  • Yasa, Venkat Reddy

Abstract

The introduction of Over-the-Top (OTT) video streaming services through national and international providers like Netflix, Amazon Prime, etc. has changed consumer behaviour towards entertainment subscription. The study aims to identify the reasons for subscribing and not subscribing to OTT services. The main objective is to test the factors affecting consumers' OTT subscription decisions.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:teinso:v:65:y:2021:i:c:s0160791x21000099
    DOI: 10.1016/j.techsoc.2021.101534
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160791X21000099
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techsoc.2021.101534?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. 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.
    2. 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.
    3. Inès Chouk & Zied Mani, 2017. "Drivers of consumers’ resistance to smart products," Post-Print hal-02980400, HAL.
    4. Laukkanen, Tommi, 2016. "Consumer adoption versus rejection decisions in seemingly similar service innovations: The case of the Internet and mobile banking," Journal of Business Research, Elsevier, vol. 69(7), pages 2432-2439.
    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. 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).
    2. Meena, Rahul & Sarabhai, Samar, 2023. "Extrinsic and intrinsic motivators for usage continuance of hedonic mobile apps," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    3. Adib, Saif Ahmed & Mahanti, Aniket & Naha, Ranesh Kumar, 2021. "Characterisation and comparative analysis of thematic video portals," Technology in Society, Elsevier, vol. 67(C).
    4. Lim, Chulmin & Kim, Seongcheol, 2023. "Why do Korean users intend to subscribe to global OTT service through their local IPTV service?," Telecommunications Policy, Elsevier, vol. 47(4).
    5. Saurabh Verma & Sunil Kumar Yadav, 2023. "The Antecedents of Consumer Satisfaction Toward OTT Platforms During COVID-19 Lockdown in India," Jindal Journal of Business Research, , vol. 12(1), pages 30-43, June.
    6. 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).

    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. Attié, Elodie & Meyer-Waarden, Lars, 2022. "The acceptance and usage of smart connected objects according to adoption stages: an enhanced technology acceptance model integrating the diffusion of innovation, uses and gratification and privacy ca," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    2. Heidenreich, Sven & Killmer, Jan F. & Millemann, Jan A., 2022. "If at first you don't adopt - Investigating determinants of new product leapfrogging behavior," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    3. 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).
    4. Paolo Franco, 2023. "Older consumers and technology: A critical systematic literature review," AMS Review, Springer;Academy of Marketing Science, vol. 13(1), pages 92-121, June.
    5. 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.
    6. Zied Mani & Inès Chouk, 2018. "Consumer Resistance to Innovation in Services," Post-Print hal-03700875, HAL.
    7. Huang, Dan & Jin, Xin & Coghlan, Alexandra, 2021. "Advances in consumer innovation resistance research: A review and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 166(C).
    8. Fu, Shihui & Xue, Kunkun & Yang, Mengya & Wang, Xiaona, 2023. "An exploratory study on users' resistance to mobile app updates: Using netnography and fsQCA," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    9. Arif, Imtiaz & Aslam, Wajeeha & Hwang, Yujong, 2020. "Barriers in adoption of internet banking: A structural equation modeling - Neural network approach," Technology in Society, Elsevier, vol. 61(C).
    10. Mbassi, Christophe Martial & Messono, Omang Ombolo, 2023. "Historical technology and current economic development: Reassessing the nature of the relationship," Technological Forecasting and Social Change, Elsevier, vol. 195(C).
    11. 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).
    12. Yi, Jisu & Lee, Youseok & Suh, Jungmin & Kim, Sang-Hoon, 2022. "Psychological determinants of non-attendees’ resistance toward performing arts," Journal of Business Research, Elsevier, vol. 149(C), pages 690-699.
    13. Alalwan, Ali Abdallah & Baabdullah, Abdullah M. & Rana, Nripendra P. & Tamilmani, Kuttimani & Dwivedi, Yogesh K., 2018. "Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust," Technology in Society, Elsevier, vol. 55(C), pages 100-110.
    14. Dominique Carry & Valérie-Inès de La Ville, 2021. "Process of adopting a personal data portability service: highlighting the ambiguity perceived by young users [Processus d’adoption d’un service de portabilité des données personnelles : mise en lum," Post-Print hal-03328025, HAL.
    15. Yi Sun & Shihui Li & Lingling Yu, 2022. "The dark sides of AI personal assistant: effects of service failure on user continuance intention," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 17-39, March.
    16. Nel, Jacques & Boshoff, Christo, 2021. "“I just don't like digital-only banks, and you should not use them either†: Traditional-bank customers' opposition to using digital-only banks," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    17. Mahavarpour, Nasrin & Marvi, Reza & Foroudi, Pantea, 2023. "A Brief History of Service Innovation: The evolution of past, present, and future of service innovation," Journal of Business Research, Elsevier, vol. 160(C).
    18. Arno de Caigny & Kristof Coussement & Koen W. de Bock & Stefan Lessmann, 2019. "Incorporating textual information in customer churn prediction models based on a convolutional neural network," Post-Print hal-02275958, HAL.
    19. Morteza Ghobakhloo & Masood Fathi, 2019. "Modeling the Success of Application-Based Mobile Banking," Economies, MDPI, vol. 7(4), pages 1-21, November.
    20. Kumar, V. & Ramachandran, Divya & Kumar, Binay, 2021. "Influence of new-age technologies on marketing: A research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 864-877.

    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:teinso:v:65:y:2021:i:c:s0160791x21000099. 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/technology-in-society .

    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.