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Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India
Technology in Society ( IF 6.879 ) Pub Date : 2021-03-21 , DOI: 10.1016/j.techsoc.2021.101534
Samala Nagaraj , Soumya Singh , Venkat Reddy Yasa

Purpose

The introduction of Over-the-Top (OTT) video streaming services through national and international providers like Netflix, Amazon Prime, etc. has changed consumer behaviour towards entertainment subscription. The study aims to identify the reasons for subscribing and not subscribing to OTT services. The main objective is to test the factors affecting consumers' OTT subscription decisions.

Design/methodology/approach

One hundred and sixty-eight responses were collected through snowball sampling technique and three hundred responses through Mturk. Consumers are categorized into three groups having only cable/DTH services, only OTT, and having both cable & OTT. The study adopted a cross-sectional descriptive approach.

Findings

Fourteen reasons for subscribing and eleven reasons for not subscribing were identified and reported. Five factors, i.e., content, convenience, features, price & quality were extracted using Exploratory Factor Analysis. The effect of these five factors along with demographics of age, education, occupation is tested on subscription decisions using a logistic regression analysis. All the five factors affected consumer's decisions along with price inversely. Household structure was the major influencer along with age, occupation, and education.

Originality/value

The study not only comprehensively attempted to identify the reasons for subscribing and not subscribing OTT services, but also identified five major factors and their effect on consumers’ online subscription preferences. The context of the study is the Indian OTT service market which is highly heterogenous and therefore, this descriptive research provides useful insights to the OTT streaming service providers operating in this competitive space.



中文翻译:

影响消费者在印度订阅超顶(OTT)视频流服务的意愿的因素

目的

Netflix,Amazon Prime等国内和国际提供商引入的Over-the-Top(OTT)视频流服务已经改变了消费者在娱乐订阅方面的行为。该研究旨在确定订阅和不订阅OTT服务的原因。主要目的是测试影响消费者的OTT订阅决策的因素。

设计/方法/方法

通过雪球采样技术收集了168个响应,通过Mturk收集了300个响应。消费者分为三类,仅具有电缆/ DTH服务,仅具有OTT,同时具有电缆和OTT。该研究采用横断面描述方法。

发现

确定并报告了十四个订阅原因和十一个不订阅原因。使用探索性因素分析提取了五个因素,即内容,便利性,功能,价格和质量。这五个因素的影响以及年龄,受教育程度和职业的人口统计学特征均通过Logistic回归分析对订阅决策进行了测试。所有这五个因素都与价格成反比地影响了消费者的决定。家庭结构是影响年龄,职业和教育程度的主要因素。

创意/价值

该研究不仅全面尝试确定了订阅和不订阅OTT服务的原因,而且还确定了五个主要因素及其对消费者在线订阅偏好的影响。该研究的背景是高度不同的印度OTT服务市场,因此,该描述性研究为在这个竞争激烈的市场中运营的OTT流服务提供商提供了有用的见解。

更新日期:2021-03-21
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