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Applying the extended UTAUT-2 to assess the factors contributing to consumers’ usage intention towards over-the-top video streaming platforms

Author

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  • Tsai, Pei-Hsuan
  • Tang, Jia-Wei
  • Ou, Mei-Ling

Abstract

The current study aims to examine consumers' over-the-top (OTT) video streaming platform usage intention and apply the extended unified theory of acceptance and use of technology version 2 (UTAUT-2) to develop a holistic evaluation model. Specifically, a decision-making trial and evaluation laboratory (DEMATEL) approach was utilised to discover the determinants of OTT video streaming service selection. This study comprehensively analyses data collected from 498 users of an OTT video streaming platform. The research rigorously examines and validates the proposed research questions by utilising multiple attribute causality modelling. The findings demonstrated that the primary factors for platform improvements were performance and effort expectancies, with facilitating conditions, personal innovativeness, hedonic motivations, and social influences significantly impacting consumers’ preferences. The findings provided insights into OTT platform providers to acquire more subscribers while improving respective competitiveness. The study discusses both theoretical and practical implications in depth.

Suggested Citation

  • Tsai, Pei-Hsuan & Tang, Jia-Wei & Ou, Mei-Ling, 2024. "Applying the extended UTAUT-2 to assess the factors contributing to consumers’ usage intention towards over-the-top video streaming platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924002911
    DOI: 10.1016/j.jretconser.2024.103995
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