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Assessing Factors Influencing Consumer Purchase Intention for Over-the-Top (OTT) Video Services in China: A Perceived Value Theory and UTAUT Perspective

In: Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)

Author

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  • Jiyuan Shen

    (Beijing Foreign Studies University, School of Asian Studies and School of International Business)

Abstract

Internet access has caused a change in video content consumption led by the spike of over-the-top (OTT) video services. Despite the large market and the growing trend of OTT in China, OTT platforms have been facing the lack of profitability; in addition, few studies exist on how consumers perceive OTT services. This study fills the research gap adjusting and extending perceived value theory and the unified theory of acceptance and use of technology (UTAUT) to design a comprehensive model on consumer purchase intention for OTT services, and tests the model using structural equation modelling on cross-sectional data from 238 OTT users. The results indicate that perceived value, social influence, and personal innovativeness all have a significant positive effect on OTT purchase intention, while perceived cost negatively affects consumers’ intention to subscribe. The results also suggest a significant positive impact of personal innovativeness on perceived value and a less significant negative impact on perceived cost. The reasons and implications are discussed.

Suggested Citation

  • Jiyuan Shen, 2023. "Assessing Factors Influencing Consumer Purchase Intention for Over-the-Top (OTT) Video Services in China: A Perceived Value Theory and UTAUT Perspective," Advances in Economics, Business and Management Research, in: Yushi Jiang & Guangming Li & Wilson Xinbao Li (ed.), Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023), pages 294-305, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-142-5_33
    DOI: 10.2991/978-94-6463-142-5_33
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