The formation of habit and word-of-mouth intention of over-the-top platforms

Anup Anurag Soren and Shibashish Chakraborty

Journal of Retailing and Consumer Services, 2023, vol. 75, issue C

Abstract: The current study examines how video content on over-the-top (OTT) platforms and the enjoyment from watching them form habits and word-of-mouth (WOM) intentions. We propose a research model that integrates elements from the Self-Determination Theory (SDT) and the concept of “habit loop†from the Interest-Driven Creator (IDC) theory. The model was analyzed using PLS-SEM on 302 responses from OTT users. The study elucidates how video content availability helps in habit formation indirectly through perceived enjoyment. The results also demonstrated that the WOM of OTT platforms is explained by perceived enjoyment, affective commitment, and the habit of using the OTT platforms. The study highlights that habit is a significant predictor of affective commitment and WOM intention of hedonic apps. This is the first study to illustrate how video content availability affects users’ enjoyment, habitual use, and WOM intentions. Habit as a significant predictor of affective commitment and WOM intention of hedonic apps, like OTT platforms, is unprecedented.

Keywords: Word-of-mouth (WOM); Over-the-top (OTT) platforms; Video content availability; Habit formation; Habit loop; Affective commitment (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923002072

DOI: 10.1016/j.jretconser.2023.103460

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