Kareem, Shaply Abdul, Venugopal, Pulidindi, Yuvaraj, D, Priya, S, Devi, S. (1403). Understanding continuance intention of subscription video-on-demand based over-the-top (OTT) platforms: A multiple moderation approach. , 17(3), 953-966. doi: 10.22059/ijms.2023.358347.675802
Shaply Abdul Kareem; Pulidindi Venugopal; D Yuvaraj; S Aswini Priya; S Anjani Devi. "Understanding continuance intention of subscription video-on-demand based over-the-top (OTT) platforms: A multiple moderation approach". , 17, 3, 1403, 953-966. doi: 10.22059/ijms.2023.358347.675802
Kareem, Shaply Abdul, Venugopal, Pulidindi, Yuvaraj, D, Priya, S, Devi, S. (1403). 'Understanding continuance intention of subscription video-on-demand based over-the-top (OTT) platforms: A multiple moderation approach', , 17(3), pp. 953-966. doi: 10.22059/ijms.2023.358347.675802
Kareem, Shaply Abdul, Venugopal, Pulidindi, Yuvaraj, D, Priya, S, Devi, S. Understanding continuance intention of subscription video-on-demand based over-the-top (OTT) platforms: A multiple moderation approach. , 1403; 17(3): 953-966. doi: 10.22059/ijms.2023.358347.675802

Understanding continuance intention of subscription video-on-demand based over-the-top (OTT) platforms: A multiple moderation approach

Interdisciplinary Journal of Management Studies
دوره 17، شماره 3، پاییز 2024، صفحه 953-966    اصل مقاله (535.83 K)
نوع مقاله: Research Paper
شناسه دیجیتال (DOI): 10.22059/ijms.2023.358347.675802
نویسندگان
Shaply Abdul Kareem1؛ Pulidindi Venugopal* 2؛ D Yuvaraj2؛ S Aswini Priya3؛ S Anjani Devi4
1VIT Business School, Vellore Institute of Technology, Vellore, India 2. VIT Business School, Vellore Institute of Technology, Vellore, India
2VIT Business School, Vellore Institute of Technology, Vellore, India
3Kingston Engineering College, Vellore, India
4GITAM School of Business School, Visakhapatnam, India
چکیده
OTT (over-the-top) platforms that stream media directly to viewers via the Internet, bypassing cable, broadcast, and satellite television platforms, are one of the fastest-growing platforms in India. This study investigates the variables influencing continuance intention to subscribe to video-on-demand streaming media services. Utilizing the expectation confirmation model (ECM) and adding habit and content availability, the moderating effects of those variables are examined. SmartPLS was used for Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the results of the measurement and structural models. The findings show that perceived usefulness and expectation had a significant impact on satisfaction and that the effect of satisfaction was significant on continuance intention to subscribe. Research establishes that habit and content availability moderate the association between satisfaction and continuance intention. The study provides valuable insights for service providers, marketers, and practitioners to strengthen continuance intentions.
کلیدواژه‌ها
Continuance Intention؛ Expectation؛ Perceived Enjoyment؛ Perceived Usefulness؛ Satisfaction
مراجع
آمار
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