Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study |
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| Affiliation: | 1. Jaipuria Institute of Management Lucknow, Vineet Khand, Gomti Nagar, Lucknow, Uttar Pradesh, India;2. Birla Institute of Management Technology Greater Noida, India;3. Department of Communication Sciences, University of Teramo and HSE University, Moscow, Russian Federation;4. Department of Industrial and Systems Engineering, College of Engineering, Princess Nourah Bint Abdulrahman University, P.O. Box 84428, Riyadh 11671, Saudi Arabia;1. Jaipuria Institute of Management Lucknow, Vineet Khand, Gomti Nagar, Lucknow, Uttar Pradesh, India;2. Birla Institute of Management Technology Greater Noida, India;3. Department of Communication Sciences, University of Teramo and HSE University, Moscow, Russian Federation;4. Department of Industrial and Systems Engineering, College of Engineering, Princess Nourah Bint Abdulrahman University, P.O. Box 84428, Riyadh 11671, Saudi Arabia;1. Department of International Trade and Logistics, Chung-Ang University, 84 Heuk Seok-Dong, Dong jak-Gu, Seoul, Republic of Korea;2. Graduate School of Management of Technology, Pukyong National University, Nam-Gu, Busan, Republic of Korea;3. School of Civil and Environmental Engineering, Nanyang Technological University, Singapore;1. Shandong University of Technology, Zibo, Shandong, 255000, China;2. Hankuk University of Foreign Studies, Seoul, 02450, South Korea;3. Jinan Preschool Education College, Jinan, Shandong, 250000, China;4. University of Kentucky, Lexington, KY, 40506, USA;1. Jinan University, School of Management, 510632, Guangdong, China;2. Jinan University, Research Institute on Brand Innovation and Development of Guangzhou, 510000, Guangdong, China;3. Shandong University, School of Management, 250100, Shandong, China;1. Department of Agricultural Economics and Rural Development, Seoul National University, Seoul, Republic of Korea;2. Department of Marine Bio Food Science, Gangneung-Wonju National University, Gangneung, Republic of Korea;3. Haeram Institute of Bakery Science, Gangneung-Wonju National University, Gangneung, Republic of Korea |
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| Abstract: | Consumers are increasingly moving from traditional television to Over-The-Top (OTT) streaming platforms. Although OTT platforms are widely used, people's interactions with them vary; some people use them eagerly, while others are hesitant. There is a need for thorough knowledge of the underlying elements that affect people's decisions to adopt OTT platforms. OTT platforms must understand the consumers' perceptions to engage effectively in customer retention and acquisition. Using the Gioia method, the study adopted the qualitative research approach to investigate the themes that emerged from the participant's responses and to frame our research into the context of users' actual experiences by utilizing the grounded-theory methodology. The extracted themes drawn from the opinion of 50 participants were found to align with the Innovation Resistance Theory (IRT) and Uses & Gratification Theory 2.0 (UGT 2.0). Aligning with the IRT theory, the barriers were classified under five sub-themes: usage, value, risk, tradition, and image. The drivers were mapped with the UGT 2.0 framework comprising of four sub-themes: modality, agency, interactivity, and navigability. Our study contributes a theoretical aspect by classifying OTT platform usage behavior in the post-pandemic period. |
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| Keywords: | Over-the-top Innovation resistance theory Uses & gratification theory 2.0 Grounded theory Gioia method Qualitative |
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