Interrelated factors driving the purchase of over-the-top television subscription services: A study using exploratory factor analysis and the decision-making trial and evaluation laboratory method

Chand P. Saini and Neha Gupta
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Chand P. Saini: Assistant Professor, SGT University
Neha Gupta: Assistant Professor of Amity School of Business, Amity University Uttar Pradesh

Applied Marketing Analytics: The Peer-Reviewed Journal, 2020, vol. 6, issue 1, 73-84

Abstract: This study identifies the key factors motivating people to subscribe to over-the-top (OTT) services and examines the causal relationships between those factors. As it is a multiple criteria decision-making problem, the study embraces an integrated model of exploratory factor analysis and the decision-making trial and evaluation laboratory (DEMATEL) method. The latter technique is used to simplify the decision-making process and visualise the interrelationships between the motivation factors. The study identifies four key motivational factors: flexibility, content, variety and social status, of which content is the most crucial. The findings of this study will be of interest to marketing analysts and decision-makers seeking to measure, analyse and improve marketing performance in order to develop better strategies for marketing OTT services.

Keywords: decision-making; OTT; live-streaming; flexibility; content; factor analysis; DEMATEL (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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