Adoption, satisfaction, trust, and commitment of over-the-top platforms: An integrated approach

Abstract

This study attempts to understand the factors affecting usage intention, actual use, satisfaction, perceived trust, and commitment to over-the-top (OTT) platforms. A research model based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the Three-Component Model of commitment (TCM) is proposed and evaluated using partial least squares structural equation modeling (PLS-SEM). The results showed that habit, performance expectancy, and hedonic motivation are essential predictors of behavioral intention to use OTT platforms. Perceived trust, hedonic motivation, and video content availability are pivotal in explaining OTT user satisfaction. The study also highlighted the most important and best-performing behavioral intention and satisfaction drivers. The most important determinants of behavioral intention were habit, performance expectancy, and effort expectancy, and the constructs that performed the best were effort expectancy, hedonic motivation, and performance expectancy, in order. Video content availability, perceived trust, and hedonic motivation were the most important, whereas hedonic motivation, video content availability, and perceived trust were the top-performing antecedents of satisfaction. The study elucidated how continuance and affective commitment are determined by video content availability, satisfaction, and perceived trust. Further, video content availability's impact on satisfaction, trust, and user commitment demonstrated in the study is unique to this study. Satisfaction and perceived trust as a consequence of video content availability and mediator in transferring its effect on user commitment is a novel contribution of the study.