文章基本信息

标题：How viewing experience drives moviegoers on over the top platform: Investigating the patronized intention
本地全文：下载
作者：Christopher Nata ; Ferdi Antonio ; Monika Monika 等
期刊名称：Innovative Marketing
印刷版ISSN：1814-2427
电子版ISSN：1816-6326
出版年度：2022
卷号：18
期号：1
页码：168-180
DOI：10.21511/im.18(1).2022.14
语种：English
出版社：LLC "CPC "Business Perspectives"
摘要：The emerging market of over the top (OTT) streaming platform has evolved the movie industry to a new challenge. Providing moviegoers with a good viewing experience is critical for success in the highly competitive OTT market. This study aimed to examine the antecedent of the viewing experience in the context of the OTT platform and the mediating role of viewing experience toward behavioral intentions in Indonesia. In conjunction with the viewing experience, this study also includes social media exposure and fear of missing out (FOMO) to predict behavioral intentions. PLS-SEM method was used to analyze the empirical data gathered through purposive sampling. A total of 438 eligible samples were obtained through a questionnaire distributed online. The results indicate that viewing experience is mainly influenced by movie attributes. Viewing experience also mediates behavioral intentions with an R-squared value of 0.629, indicating a strong effect. The theoretical and managerial implications of the study results are discussed. The study also aimed to ascertain how sound viewing experience, social media exposure, and fear of missing out predicts the intention to recommend movies, intention to recommend platforms, and intention to continue subscribing. Lastly, this study assessed which antecedent of viewing experience has the most significant impact on forming a good viewing experience.