Whether cultural identity and trust have an impact on the willingness to buy online streaming platforms?

Abstract

This study is mainly aimed at users from different countries in the online streaming website to watch the film situation. An online questionnaire was designed for data collection. Sampling was performed using a non-probabilistic convenience sampling method.To survey the online media-streaming preferences of users in different countries. The study results verified the relevance of trust and cultural identity in online streaming platforms. According to the findings, online streaming service providers should endeavor to not only enhance consumers' perceived playfulness when they stream movies and TV shows and their familiarity with the platform interface but also garner consumers' trust in the platform. Moreover, these providers are recommended to analyze the market and launch new products by considering cultural identity to provide consumers with a wider variety for selection, thus increasing the consumer base, purchase intention, and economy of scale.