Abstract
ABSTRACT In recent years, Over-the-Top (OTT) streaming services have become increasingly popular as a form of digital leisure, triggering a significant shift of users from traditional television. This research article uses the Push Pull Mooring Framework to explore the factors that influence the switching intention from traditional cable TV to OTT. The results showed that frustration with TV, convenience, trialability, and trendiness positively impact switching intention. In contrast, cognitive lock-in has a negative impact. The study contributes to the literature by being the first to use the Push Pull Mooring Framework to explain the switching intention from traditional TV to OTT. These insights could be instrumental in formulating impactful strategies to maintain or attract viewers, thereby shaping the future dynamics of leisure activities.
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