The influence of moderating factors on consumer usage of OTT platforms using Netflix as an example

Wan-Yu Chu and Yu-Lung Wu
Additional contact information
Wan-Yu Chu: I-Shou University
Yu-Lung Wu: I-Shou University

International Journal of Business Ecosystem & Strategy (2687-2293), 2024, vol. 6, issue 5, 01-16

Abstract: This study examines the relationship between technical readiness (TR) and the Unified Theory of Acceptance and Use of Technology (UTAUT) within the framework of Over-the-Top (OTT) media services, particularly Netflix. The study employs the UTAUT model and integrates the TR model's external factors of "optimism," "innovativeness," "inadaptability," and "insecurity" to examine their moderating influences on customer utilisation of Netflix. In 2024, 475 questionnaires were disseminated in this study, of which 453 were considered valid. The study revealed that customer trust in relationships significantly influences user involvement in 'Performance Expectancy' (PE), 'Effort Expectancy' (EE), 'Social Influence' (SI), and 'Facilitating Conditions' (FC). Furthermore, consumers' intention to interact with Netflix's 'Performance Expectancy' (PE), 'Effort Expectancy' (EE), and 'Social Influence' (SI) considerably and positively affects their behaviour. The research employed hierarchical regression analysis to assess the impact of customer willingness to "Intention to Use" on the UTAUT regarding Netflix consumption. The findings indicate that the Trustworthiness Rating of consumers substantially affects the UTAUT dimensions of Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions. Moreover, consumers' inclination to use Netflix is positively influenced by the constructs of Performance Expectancy, Effort Expectancy, and Social Influence. The results demonstrate that consumers' Trustworthiness Rating substantially influences the UTAUT aspects of Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions. Moreover, the constructs of performance expectancy, effort expectancy, and social influence positively affect customers' inclination to utilise Netflix. The results of this study may inform strategic approaches to improve user engagement and satisfaction in the competitive OTT market.

Keywords: Theory of Technology Readiness (TR); Netflix; Technology Acceptance (TAM); Moderating variable; and Over-the-top media services (OTT) (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.bussecon.com/ojs/index.php/ijbes/article/view/694/339 (application/pdf)
https://doi.org/10.36096/ijbes.v6i5.694 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:adi:ijbess:v:6:y:2024:i:5:p:01-16

Access Statistics for this article

International Journal of Business Ecosystem & Strategy (2687-2293) is currently edited by Umit Hacioglu

More articles in International Journal of Business Ecosystem & Strategy (2687-2293) from Bussecon International Academy Bussecon International Academy, School of Business, IHU, Ordu cad. F-05 Blok No 3, 34480 Basaksehir, Istanbul, Turkey. Contact information at EDIRC.
Bibliographic data for series maintained by Umit Hacioglu ().