Profiling of OTT Viewers and their Perception Mapping using Advanced Technological Models

Abstract

Purpose – The study explores the significant attributes that inspire customers to select OTT platforms and to measure the positions of OTT platforms in the mind of an individual via a perceptual map. Design/methodology/approach –To develop a perceptual map to measure the attribute-based motivation regulations with regards to OTT platforms. With combination of theoretical frameworks such as Technology Acceptance Model (TAM); Diffusion of Innovation Theory (DIT); Uses and Gratifications Theory (UGT) and Unified Technology Acceptance and Use Theory (UTAUT) used to develop as scale. Furthermore, this study used mixed method approach. Findings – Four attributes/ regulations were proposed: ease of use, social influence etc. Research limitations/implications – The study utilises a theoretical framework to create a structured framework for motivating young people based on OTT attributes. Practical implications – Study directs OTT marketers in strategically positioning the channel based on specific qualities. Originality/value – This work in the OTT channels utilized the combination of TAM, UGT, DIT and UTAUT framework.