Watching is valuable: Consumer views – Content consumption on OTT platforms

Abstract

This study aims to establish the consumption values which are instrumental in formation of trust and influences the repurchase intention of subscribing to over-the-top (OTT) platforms. We propose a succinct theoretical model by using the theory of consumption values (TCV). We also employ trust to extend our model. The analysis of the responses collected through a survey was rendered using structural equation modeling and further examination of the model was done by mediation and moderation analysis. The identified five values were found to have a significant influence on building trust, whereas with the exception of social value all other proposed values had a positive influence on the repurchase intention. The investigation of the mediation effect of trust was also found significant between the association of proposed consumption values and repurchase intention of the OTT platform. This study sheds light on the consumption values that ensure OTT platforms' continuous use. Furthermore, the significance of trust as a predictor of intention continue subscription provides valuable insight into consumer behavior. The model used to examine the influence of consumption values in building trust is unique in the context of OTT platforms. This study also makes novel contributions for practitioners in the subscription-based online entertainment services. The online content creators as well as strategy managers can derive beneficial gains from the findings of the study.