WHAT DRIVES THE USER’S CONTINUOUS USAGE INTENTION OF OTT VIDEO PLATFORMS? IDENTIFYING THE ROLE OF COGNITIVE ABSORPTION AND PERCEIVED USEFULNESS WITH THE IMPACT OF OTT CONTENT ON IT

Abstract

Purpose: This study aims to understand the user’s holistic experiences and beliefs about using OTT video platforms. The study adopts the concept of Cognitive Absorption with the impact of OTT content on it to test the user’s perceived usefulness and continuous usage intention of OTT platforms. Theoretical Framework: The study utilizes cognitive absorption theory along with all its five dimensions in a two-stage hybrid model and tests its overall validity and reliability using partial least square-structural equation modeling. Design/ Method/ Approach: The study employs a primary data collection methodology in which a survey has been carried out on the respondents who are already active users of OTT platforms. Data has been collected through questionnaires from the young IT professionals working at Noida (NCR). Findings: The results of the study confirmed that the user’s continuous usage intention of OTT platforms is strongly influenced by cognitive absorption and perceived usefulness with the impact of content on it. Research Practical and Social Implications: The study adds significant knowledge to the academic world for utilizing cognitive absorption in the field of OTT. The findings enhance our understanding that Content is one of the most successful attributes of OTT video streaming technology in determining the user’s continuous intention. It provides valuable feedback to the OTT content creators to focus more on the user’s needs and expectations of the content. Originality/ Value: The proposed research model is the first-ever attempt to examine the impact of Cognitive Absorption affecting the user’s perceived usefulness and continuous intention to adopt OTT.