Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)

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Assessing Factors Influencing Consumer Purchase Intention for Over-the-Top (OTT) Video Services in China: A Perceived Value Theory and UTAUT Perspective

Authors
Jiyuan Shen1, *
1School of Asian Studies and School of International Business, Beijing Foreign Studies University, Beijing, 100089, China
*Corresponding author. Email: toshenjiyuan@bfsu.edu.cn
Corresponding Author
Jiyuan Shen
Available Online 15 May 2023.
DOI
10.2991/978-94-6463-142-5_33How to use a DOI?
Keywords
Over-the-top (OTT); Perceived value theory; Unified theory of acceptance and use of technology (UTAUT); Purchase intention
Abstract

Internet access has caused a change in video content consumption led by the spike of over-the-top (OTT) video services. Despite the large market and the growing trend of OTT in China, OTT platforms have been facing the lack of profitability; in addition, few studies exist on how consumers perceive OTT services. This study fills the research gap adjusting and extending perceived value theory and the unified theory of acceptance and use of technology (UTAUT) to design a comprehensive model on consumer purchase intention for OTT services, and tests the model using structural equation modelling on cross-sectional data from 238 OTT users. The results indicate that perceived value, social influence, and personal innovativeness all have a significant positive effect on OTT purchase intention, while perceived cost negatively affects consumers’ intention to subscribe. The results also suggest a significant positive impact of personal innovativeness on perceived value and a less significant negative impact on perceived cost. The reasons and implications are discussed.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
15 May 2023
ISBN
978-94-6463-142-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-142-5_33How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jiyuan Shen
PY  - 2023
DA  - 2023/05/15
TI  - Assessing Factors Influencing Consumer Purchase Intention for Over-the-Top (OTT) Video Services in China: A Perceived Value Theory and UTAUT Perspective
BT  - Proceedings of the 8th International Conference on Financial Innovation and Economic Development (ICFIED 2023)
PB  - Atlantis Press
SP  - 294
EP  - 305
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-142-5_33
DO  - 10.2991/978-94-6463-142-5_33
ID  - Shen2023
ER  -