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Please use this identifier to cite or link to this item: http://dspace.dtu.ac.in:8080/jspui/handle/repository/18740
Title: STUDY ON CONSUMER BEHAVIOUR AND FACTORS AFFECTING ADOPTION OF OTT STREAMING PLATFROMS
Authors: bhetwal, dinesh
scaria, febin
Keywords: CONSUMER BEHAVIOUR
OTT STREAMING
MARKET
OVER THE TOP
Issue Date: 31-May-2020
Description: With extensive penetration of internet, there has been significant rise in Internet based service companies, among them is OTT i.e. Over-the-top streaming platform. Overthe-top or OTT media services are online content providers which offer streaming media as a unique product or service. The term is usually used for video-on-demand platforms, but it also includes messaging services, audio services or voice calling solutions based on internet. The objective of this research is to find out consumer behaviours and factors affecting adoption of OTT streaming platform. In order to carry out the research, “Unified Theory of Acceptance and Use of Technology(UTAUT) Model” which was developed by Venkatesh et al 2008, was taken as basic model along with integration of other model such as “Diffusion of Innovation Theory” (Rogers 1960), “Theory of Reason Action” (Fishben and Ajzen 1975), “Theory of planned behaviour” (Ajzen 1991), “Decomposed theory of planned behaviour” (Taylor & Todd 1995), “Technology Acceptance Model” (Fred D Davis 1989), “Model of PC utilisation” (Thompson 1991), TAM 2 (Venkatesh & Davis 2000) to find out complete construct to carry out research. The hypothesis was created using construct based upon underlying theory. Then questionnaire was prepared and survey of 253 respondents was carried out in Delhi NCR and Kerala. The basic criteria for respondent to be part of the survey was to be user of any of OTT streaming platform. Then the data obtained was analysed using SPSS. The reliability test was carried out by Cronbach’s Alpha and hypothesis testing was done using Linear regression model. The finding of this study might help OTT streaming platform brands to create a consumer oriented streaming by implementing enablers of adoption of platform and eliminating or minimising inhibitors.
URI: http://dspace.dtu.ac.in:8080/jspui/handle/repository/18740
Appears in Collections:MBA

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Group 9.pdfWith extensive penetration of internet, there has been significant rise in Internet based service companies, among them is OTT i.e. Over-the-top streaming platform. Overthe-top or OTT media services are online content providers which offer streaming media as a unique product or service. The term is usually used for video-on-demand platforms, but it also includes messaging services, audio services or voice calling solutions based on internet. The objective of this research is to find out consumer behaviours and factors affecting adoption of OTT streaming platform. In order to carry out the research, “Unified Theory of Acceptance and Use of Technology(UTAUT) Model” which was developed by Venkatesh et al 2008, was taken as basic model along with integration of other model such as “Diffusion of Innovation Theory” (Rogers 1960), “Theory of Reason Action” (Fishben and Ajzen 1975), “Theory of planned behaviour” (Ajzen 1991), “Decomposed theory of planned behaviour” (Taylor & Todd 1995), “Technology Acceptance Model” (Fred D Davis 1989), “Model of PC utilisation” (Thompson 1991), TAM 2 (Venkatesh & Davis 2000) to find out complete construct to carry out research. The hypothesis was created using construct based upon underlying theory. Then questionnaire was prepared and survey of 253 respondents was carried out in Delhi NCR and Kerala. The basic criteria for respondent to be part of the survey was to be user of any of OTT streaming platform. Then the data obtained was analysed using SPSS. The reliability test was carried out by Cronbach’s Alpha and hypothesis testing was done using Linear regression model. The finding of this study might help OTT streaming platform brands to create a consumer oriented streaming by implementing enablers of adoption of platform and eliminating or minimising inhibitors.3.6 MBAdobe PDFView/Open
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