Abstract
This study explores how characteristics of movies available on OTT platforms influence viewers’intention to watch, focusing on the important mediating variables. First, it was noted that characteristics such as scenarios, convenience of use, and visual elements positively influence viewers' intentions to watch movies. Second, these characteristics significantly affect perceived interactivity, mediated realism, and user immersion. Third, perceived interactivity, mediated realism, and user immersion were found to have significant mediating effects on the relationship between film characteristics and viewers' intentions to watch movies. These findings provide valuable insights for filmmakers and marketing professionals for understanding the impact of various aspects of films on viewers' intention to watch and for devising strategies to enhance these intermediate variables to increase viewership.
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