Abstract
Despite the spread of OTT(Over The Top) services, there was a still lack of systematic investigation to identify psychological mechanisms for increasing OTT services’ continuance use. The main objective of this research was to examine the dedication and constraint based mechanisms that characterize post-adoption phenomena in the context of OTT services. We empirically tested the proposed hypotheses through the use of data collected from 310 OTT services users. The results of structural equation modeling analysis showed that the dedication and constraint based mechanisms differently determine OTT services user behaviors. We also highlighted the implications for academics and practitioners to identify psychological mechanisms for encouraging consumers to actively engage with OTT services.
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