IDEAS home Printed from https://ideas.repec.org/a/spr/decisn/v51y2024i4d10.1007_s40622-024-00406-y.html
   My bibliography  Save this article

Toward an interface affordance model for online streaming video platforms

Author

Listed:
  • Richa Kalpesh Saxena

    (SVKM’s Narsee Monjee Institute of Management Studies (NMIMS) Deemed-to-Be-University)

Abstract

The present study develops and empirically tests the interface affordance model (IAM) for online video streaming platforms to understand the impact of interface capabilities on outcomes such as engagement, personalization, recommendation, and content quality. The study conceptualized ten such capabilities and classified them into interaction and technology affordances. These affordances are tested on 780 respondents using multiple regression. The model explained the role of affordances in engagement with a 62.3% variation. The model also reasonably explained personalization, recommendation, and content quality. The usage slightly moderates the effect; however, the choice of platform does not impact the results. The results provide critical managerial insights into using the affordances to improve engagement. At the same time, it also offers an understanding of media outcomes. Future researchers can explore IAM to test the impact of affordances on other online products, such as gaming, fantasy sports, and social media.

Suggested Citation

  • Richa Kalpesh Saxena, 2024. "Toward an interface affordance model for online streaming video platforms," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 51(4), pages 469-485, December.
    • Handle: RePEc:spr:decisn:v:51:y:2024:i:4:d:10.1007_s40622-024-00406-y
    DOI: 10.1007/s40622-024-00406-y
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s40622-024-00406-y
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s40622-024-00406-y?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. Sarah E. Erickson & Sonya Dal Cin & Hannah Byl, 2019. "An Experimental Examination of Binge Watching and Narrative Engagement," Social Sciences, MDPI, vol. 8(1), pages 1-9, January.
    2. MacKenzie, Scott B. & Podsakoff, Philip M., 2012. "Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies," Journal of Retailing, Elsevier, vol. 88(4), pages 542-555.
    3. Ricarda Schauerte & Stéphanie Feiereisen & Alan J. Malter, 2021. "What does it take to survive in a digital world? Resource-based theory and strategic change in the TV industry," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 45(2), pages 263-293, June.
    4. Michel Clement & Cord Otten & Rouven Seifert & Ole Kleinen & Mark B. Houston & Ekaterina V. Karniouchina & Christoph Heller, 2018. "IDEA FORUM: the impact of subscription-based video on demand on traditional distributors’ value chains and business models," Journal of Media Economics, Taylor & Francis Journals, vol. 31(1-2), pages 50-67, April.
    5. Po-Chien Chang & Horng-Yan Chang, 2020. "Exploring the Factors Influencing Continuance Usage of Over-the-Top Services: The Interactivity, Consumption Value, and Satisfaction Perspectives," International Journal of Technology and Human Interaction (IJTHI), IGI Global, vol. 16(4), pages 118-138, October.
    6. Blut, Markus & Chowdhry, Nivriti & Mittal, Vikas & Brock, Christian, 2015. "E-Service Quality: A Meta-Analytic Review," Journal of Retailing, Elsevier, vol. 91(4), pages 679-700.
    7. Garima Gupta & Komal Singharia, 2021. "Consumption of OTT Media Streaming in COVID-19 Lockdown: Insights from PLS Analysis," Vision, , vol. 25(1), pages 36-46, March.
    8. Kim, Henry M. & Ghiasi, Bita & Spear, Max & Laskowski, Marek & Li, Jiye, 2017. "Online serendipity: The case for curated recommender systems," Business Horizons, Elsevier, vol. 60(5), pages 613-620.
    Full references (including those not matched with items on IDEAS)

    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. Kim, Yanghee & Oyunbold, Bodibold & Roh, Taewoo, 2024. "Capturing OTT users in an emerging market: Insights on quality of OTT service and behavioral intentions through extended technology acceptance model," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    2. Chakraborty, Debarun & Siddiqui, Mujahid & Siddiqui, Aaliyah & Paul, Justin & Dash, Ganesh & Mas, Francesca Dal, 2023. "Watching is valuable: Consumer views – Content consumption on OTT platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    3. Jordi McKenzie, 2023. "The economics of movies (revisited): A survey of recent literature," Journal of Economic Surveys, Wiley Blackwell, vol. 37(2), pages 480-525, April.
    4. Xu, Xiao-Yu & Jia, Qing-Dan & Tayyab, Syed Muhammad Usman, 2024. "Exploring the stimulating role of augmented reality features in E-commerce: A three-staged hybrid approach," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    5. Ting Chi & Olabisi Adesanya & Hang Liu & Rebecca Anderson & Zihui Zhao, 2023. "Renting than Buying Apparel: U.S. Consumer Collaborative Consumption for Sustainability," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    6. Youn Kue Na & Sungmin Kang, 2018. "Sustainable Diffusion of Fashion Information on Mobile Friends-Based Social Network Service," Sustainability, MDPI, vol. 10(5), pages 1-23, May.
    7. Blomkvist, Katarina & Engzell, Jeanette & Kappen, Philip & Zander, Ivo, 2024. "How organizational conditions affect employees’ intentions to engage in intrapreneurial new venturing," Technovation, Elsevier, vol. 135(C).
    8. Ayodeji Emmanuel Oke & Ahmed Farouk Kineber & Mohamed Elseknidy & Fakunle Samuel Kayode, 2023. "Radio frequency identification implementation model for sustainable development: A structural equation modeling approach," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(3), pages 1824-1844, June.
    9. Musarra, Giuseppe & Kadile, Vita & Zaefarian, Ghasem & Oghazi, Pejvak & Najafi-Tavani, Zhaleh, 2022. "Emotions, culture intelligence, and mutual trust in technology business relationships," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    10. Talat Islam & Saima Ahmad & Ishfaq Ahmed, 2023. "Linking environment specific servant leadership with organizational environmental citizenship behavior: the roles of CSR and attachment anxiety," Review of Managerial Science, Springer, vol. 17(3), pages 855-879, April.
    11. Qian, Lixian & Yin, Juelin & Huang, Youlin & Liang, Ya, 2023. "The role of values and ethics in influencing consumers’ intention to use autonomous vehicle hailing services," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    12. Talwar, Shalini & Kaur, Puneet & Escobar, Octavio & Lan, Sai, 2022. "Virtual reality tourism to satisfy wanderlust without wandering: An unconventional innovation to promote sustainability," Journal of Business Research, Elsevier, vol. 152(C), pages 128-143.
    13. Ramendra Pratap Singh & Neelotpaul Banerjee, 2018. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention," Global Business Review, International Management Institute, vol. 19(6), pages 1622-1639, December.
    14. Luo, Xi & Cheah, Jun-Hwa & Hollebeek, Linda D. & Lim, Xin-Jean, 2024. "Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    15. Franco Valdez, Ana Dolores & Valdez Cervantes, Alfonso & Motyka, Scott, 2018. "Beauty is truth: The effects of inflated product claims and website interactivity on evaluations of retailers' websites," Journal of Business Research, Elsevier, vol. 90(C), pages 67-74.
    16. Muhamad Azrin Nazri & Nor Asiah Omar & Aini Aman & Abu Hanifah Ayob & Nur Ainna Ramli, 2020. "Corporate Social Responsibility and Business Performance in Takaful Agencies: The Moderating Role of Objective Environment," Sustainability, MDPI, vol. 12(20), pages 1-18, October.
    17. Samadhiya, Ashutosh & Yadav, Sanjeev & Kumar, Anil & Majumdar, Abhijit & Luthra, Sunil & Garza-Reyes, Jose Arturo & Upadhyay, Arvind, 2023. "The influence of artificial intelligence techniques on disruption management: Does supply chain dynamism matter?," Technology in Society, Elsevier, vol. 75(C).
    18. Vendrell-Herrero, Ferran & Bustinza, Oscar F. & Opazo-Basaez, Marco, 2021. "Information technologies and product-service innovation: The moderating role of service R&D team structure," Journal of Business Research, Elsevier, vol. 128(C), pages 673-687.
    19. Mohamed Albaity & Mahfuzur Rahman, 2021. "Customer Loyalty towards Islamic Banks: The Mediating Role of Trust and Attitude," Sustainability, MDPI, vol. 13(19), pages 1-19, September.
    20. Heena Thanki & Sweety Shah & Harishchandra Singh Rathod & Ankit D. Oza & Dumitru Doru Burduhos-Nergis, 2022. "I Am Ready to Invest in Socially Responsible Investments (SRI) Options Only If the Returns Are Not Compromised: Individual Investors’ Intentions toward SRI," Sustainability, MDPI, vol. 14(18), pages 1-17, September.

    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:spr:decisn:v:51:y:2024:i:4:d:10.1007_s40622-024-00406-y. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.