OTT services have been more popular recently, and this research focuses on the people’s intention to continue and subscribe to OTT media services by applying a modified extended unified theory of acceptance and use of technology (UTAUT2) theory with the primary data of 735 valid questionnaires samples. The key drivers of continuing and subscribing to OTT services are performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, habit, content availability, and digital piracy. The research also explains the moderating effects of severity perception of the Covid-19 pandemic and media exposure in UTAUT2 model constructs for OTT services. Vietnam is considered a potential market for OTT services, research on consumer behaviour as well as intention to use this service is essential for OTT providers, especially domestic brands, to develop and compete better with competitors from outside Vietnam.
Chang, Wei-Lun and Trang, Do Thi, "The Consumption Behavior of OTT Media Services during Covid-19 Pandemic in Vietnam" (2022). PACIS 2022 Proceedings. 173.
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