How Continuous Intentions Towards Over the Top Platform are Framed? Stimulus–Organism– Response Model Perspective

The current study attempts to measure the determinants of continuous intention of over-the-top (OTT) platforms. In the present context, stimulus–organism–response (S–O–R) model was applied to identify the determinants of continuous intentions. The data were collected from users of the existing OTT platforms. To test the proposed model, we applied the partial least square structural equation modeling (PLS-SEM) technique in accordance with the objective and hypotheses. The proposed model explains 45% of perceived value and 41% of continuance intentions, respectively. The results indicated that there are four significant relationships and one insignificant relationship. To explicitly state; perceived ease of use, perceived customization benefits, mobility has a favorable impact on perceived value, and perceived value significantly influences the continuous intention of OTT platform, and last, entertainment value was found to be insignificant with perceived value. This study provides varied clues to marketers to shape up customers behavior and to ensure the factors affecting decision regarding continuous intention of OTT platform. The current study proposes that continuous intentions can be framed by offering value.