Purpose

The demand for over-the-top (OTT) video streaming services has grown manifold in the last few years. With increasing competition in the OTT market, it is vitally important for businesses to understand OTT retail consumers' continuance intentions. This study aims to understand the antecedents of the continuance intention of OTT platforms and distinguish the most essential and best-performing predictor variables of continuance intention.

Design/methodology/approach

The study employs an integrated research model based on the theory of planned behavior (TPB), flow theory and habit. Data collected from OTT retail consumers (n = 383) using the online survey method are analyzed using partial least squares structural equation modeling.

Findings

The results elucidated which TPB antecedents and dimensions of flow experience affect OTT platforms' continuance intention. The most important factors affecting continuance intention were habit, attitude and perceived behavioral control, while the best-performing factors were perceived behavioral control, perceived enjoyment and attitude.

Originality/value

The study is unique in harmoniously integrating conscious cognitive intention, intrinsic motivation and habit of performing an activity to explain OTT platforms' continuance intention.

中文翻译：

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OTT 平台延续的信念、流程和习惯

 目的

过去几年，对 OTT 视频流服务的需求不断增长。随着OTT市场竞争的加剧，了解OTT零售消费者的持续使用意愿对于企业来说至关重要。本研究旨在了解OTT平台持续意图的前因，并区分持续意图最本质和表现最好的预测变量。

设计/方法论/途径

该研究采用了基于计划行为理论（TPB）、心流理论和习惯的综合研究模型。使用偏最小二乘结构方程模型对通过在线调查方法从 OTT 零售消费者 (n = 383) 收集的数据进行分析。

 发现

结果阐明了哪些TPB前因和流程体验维度影响OTT平台的持续意图。影响持续意向的最重要因素是习惯、态度和知觉行为控制，而表现最好的因素是知觉行为控制、知觉享受和态度。

 原创性/价值

该研究的独特之处在于和谐地整合了有意识的认知意图、内在动机和执行活动的习惯来解释OTT平台的持续意图。