The formation of habit and word-of-mouth intention of over-the-top platforms |
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| Institution: | 1. Graduate School of Economics, Osaka University, Japan;2. School of Business Administration, Kwansei Gakuin University, Japan;3. Robert H. Smith School of Business, University of Maryland, USA;1. Department of Industrial Engineering, Yonsei University, 50 Yonsei-ro, Sinchon-dong, Seodaemun-gu, Seoul 03722, South Korea;2. Center for Transdisciplinary Research (CFTR), Saveetha Dental College, Saveetha Institute of Medical and Technical Sciences, Saveetha University, 162, Poonamallee High Road, Velappanchavadi, Chennai, 600077, Tamil Nadu, India;3. Department of Industrial & Data Engineering, Hongik University, Wausan-ro 94, Mapo-Gu, Seoul, 04066, South Korea;4. Department of Mathematics, Ghatal Rabindra Satabarsiki Mahavidyalaya, Ghatal, 721212, West Bengal, India;1. School of Journalism and Information Communication, Huazhong University of Science and Technology, 1037 Luoyu Road, Wuhan, 430074, China;2. Lundquist College of Business, University of Oregon, 1208 University of Oregon, Eugene, OR, 97403, United States;1. Department of Human Studies, LUMSA University of Rome, Piazza delle Vaschette, 101, 00193, Rome, Italy;2. Department of Management and Quantitative Studies, University of Naples Parthenope, Via Generale Parisi, 13, 80132, Naples, Italy;3. Department of Communication and Social Research (CORIS), Sapienza, University of Rome, Via Salaria 113, 00198, Rome, Italy |
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| Abstract: | The current study examines how video content on over-the-top (OTT) platforms and the enjoyment from watching them form habits and word-of-mouth (WOM) intentions. We propose a research model that integrates elements from the Self-Determination Theory (SDT) and the concept of “habit loop” from the Interest-Driven Creator (IDC) theory. The model was analyzed using PLS-SEM on 302 responses from OTT users. The study elucidates how video content availability helps in habit formation indirectly through perceived enjoyment. The results also demonstrated that the WOM of OTT platforms is explained by perceived enjoyment, affective commitment, and the habit of using the OTT platforms. The study highlights that habit is a significant predictor of affective commitment and WOM intention of hedonic apps. This is the first study to illustrate how video content availability affects users’ enjoyment, habitual use, and WOM intentions. Habit as a significant predictor of affective commitment and WOM intention of hedonic apps, like OTT platforms, is unprecedented. |
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| Keywords: | Word-of-mouth (WOM) Over-the-top (OTT) platforms Video content availability Habit formation Habit loop Affective commitment |
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