Impact Of Over-The-Top (Ott) Media Service On Purchase Intention In India

Abstract

Digital technologies, including the Internet, have expanded rapidly and are now a portion of the everyday survival of billions of individuals worldwide. Consumers may watch TV shows and movies via service over-the-top (OTT) directly provided on the network. The quantity of video content expended on the OTT platform has improved dramatically in India. The importance of digital marketing has increased due to its capacity to engage consumers and the notable development in its application in online companies. The current research examines OTT's impacts on consumers' purchase intention in India. The researchers used SEM to analyze the research model using 384 reliable questionnaires from consumers who have purchased video streaming platforms on OTT in India. The study's outcomes reveal that service quality, social interaction, entertainment, and perceived uncertainty impact consumers' purchase intention towards the OTT media platform. This investigation adds to the theoretical information on the live-streaming professional and offers managerial recommendations for retailers, streamers, and platforms.