Modern day problems: The moderating effect of technology anxiety in understanding customer purchasing intention towards over-the-top entertainment platforms as an effect of attitude towards piracy and acceptance of choice overload

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ID: 285602
2023
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Abstract
Opportunities for the over-the-top platforms rose as need for entertainment increased during COVID-19. This study identifies customer response to OTT based on attitude-towards-piracy (AP), choice-overload (CO), and technology-anxiety (TA). No studies combine those variables with purchase-intention (PI); and Filipino OTT users are under-researched respondents. Six hypotheses are proposed: The effect of AP and CO to PI separately, with and without moderator TA; and combined effect of AP and CO to PI, with and without moderator TA. A descriptive-correlational-causal design, surveying 100 NCR-based, 1-month long, OTT users, aged 18-35, through purposive sampling, is followed. The effect of AP to PI was insignificant because PI is independent from ethics; CO leads to PI because choice availability entices customers; AP and CO on PI was insignificant because choosing OTT is difficult when it can be free; TA moderates AP on PI because anxious leechers subscribe out of fear; TA moderates CO on PI because technologically-anxious subscribers have decision fatigue; and TA moderates AP and CO on PI because anxious leechers with decision fatigue want to subscribe. OTT platforms are recommended to hire curators alongside AI algorithms, introduce custom-subscription plans, one-genre marketing, and source-recipient leeching discount to compete against piracy by utilizing CO and TA.
Reference Key
persistent_1760656090_68f17ada3c325 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Llantino, Nuella Mari D.
Journal Malay Journal
Year 2023
DOI
DOI not found
URL
https://animorepository.dlsu.edu.ph/etdb_dsi/152
Keywords Keywords not found

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