Play, pause or praise? – a dual factor theory exploration of continuance, discontinuance and recommendation intentions in OTT platforms

Abstract

ABSTRACT The digital entertainment landscape has been dynamically evolving in recent years, particularly with the escalating prominence of Over-The-Top (OTT) platforms. This research adopts the dual-factor theory as a lens to investigate the effects of both enablers and inhibitors on the intention to continue or discontinue OTT platforms. The unique contribution of this study lies in its dual-focus examination within the OTT context. The findings suggest that enablers such as Fear of Missing Out, convenience, and perceived enjoyment increase continuance intention. In contrast, inhibitors such as fatigue, perceived boredom, and perceived cost positively impact discontinuance intention. We also found that discontinuance is not negatively related to continuance intention. Furthermore, while continuance intention positively influences recommendation, discontinuance intention does not significantly affect recommendation intention. Differences in these relationships based on age and usage intensity were also observed in the multigroup analysis.