EconPapers    
Economics at your fingertips  
 

Streaming towards innovation: Understanding consumer adoption of OTT services through IRT and TAM

Aruna Polisetty, G Sowmya and Subhajit Pahari

Cogent Business & Management, 2023, vol. 10, issue 3, 2283917

Abstract: The rise of cord-cutting due to technological advancements and internet accessibility has led to an increased interest in understanding the adoption behavior of consumers towards over-the-top services (OTTs). This study aimed to comprehend the barriers to adopting the first wave of OTTs and the innovation characteristics, along with the propagation mechanism, in the second wave, using the Innovation Resistance Theory (IRT) and the Technology Acceptance Model (TAM), respectively. The study was conducted in India, with 302 and 572 respondents for the first and second waves, respectively. Data were analyzed through confirmatory factor analysis and structural equation modeling. The findings revealed that value barriers, technology vulnerability barriers, and individual barriers had the highest impact on consumer resistance, negatively impacting continued usage intention. Consumer habits were found to play a conditional role in antagonizing the effects of consumer resistance on continued usage intention. In the second wave, innovation and consumer characteristics had no significant impact on continued usage behavior. Instead, a robust propagation mechanism was explored to overcome consumer resistance and promote innovation. These findings provide valuable insights for OTT service providers and policymakers to promote continued usage intention and overcome consumer resistance.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2023.2283917 (text/html)
Access to full text is restricted to subscribers.

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:taf:oabmxx:v:10:y:2023:i:3:p:2283917

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2023.2283917

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().

 
Page updated 2025-03-20
Handle: RePEc:taf:oabmxx:v:10:y:2023:i:3:p:2283917