How over-the-top (OTT) platforms engage young consumers over traditional pay television service? An analysis of changing consumer preferences and gamification

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mayank Sadana ◽  
Dipasha Sharma
Keyword(s):  
Logistic Regression ◽  
Online Survey ◽  
Consumer Preferences ◽  
Age Groups ◽  
Video On Demand ◽  
Statistical Technique ◽  
Cable Tv ◽  
Content Type ◽  
Young Consumers ◽  
Over The Top

Purpose This paper aims to analyse how the top over-the-top (OTT) platform is becoming a preferred source of entertainment amongst young consumers over traditional Pay TV service (Cable TV/DTH) in India and what factors play a vital role in such preferences along with gamification of content. The study follows the theoretical framework of use and gratifications theory and Niche analysis. Design/methodology/approach The study establishes a conceptual framework of understanding the preference of consumers, which triggers the shift from old media to new. This research develops an approach to understanding the relevant implications in responses of consumers through a structured online survey conducted amongst different age groups by applying exploratory and confirmatory factor analysis. To further comprehend the relations between measured variables and constructs, the statistical technique is incorporated, i.e. logistic regression. Findings Empirical results and discussion insinuated the five factors which affect consumers’ choices concerning entertainment i.e. content and viewing behaviour, expenses incurred on services, shifts influenced by offerings/incentives, convenience and telecom. Logistic regression validated the strength of these factors which made content and viewing behaviour, expenses incurred on services and convenience the three most important factors. Research limitations/implications This study analyses the driving factors that are revolutionising the entertainment industry and can be applied in designing a comfortable and engaging experience for a consumer in the future. Originality/value This research is original in nature and the findings of this study are valuable for online streaming services, video-on-demand services, Cable TV operators and entertainment content producers.

Examining the factors influencing adoption of over the top (OTT) services among Indian consumers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Som Sekhar Bhattacharyya ◽  
Shaileshwar Goswami ◽  
Raunak Mehta ◽  
Bishwajit Nayak
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Structural Model ◽  
Reliability And Validity ◽  
Adoption Process ◽  
Media Industry ◽  
Content Type ◽  
Content Quality ◽  
Use Of Technology ◽  
Over The Top

Purpose The purpose of this paper is to identify and predict the key factors that influenced the usage intention of over the top (OTT) services by consumers. This was done by applying the modified unified theory of acceptance and use of technology 2 (UTAUT2) model. Design/methodology/approach An online survey questionnaire assessed the proposed motivational factors for the adoption of OTT services. Confirmatory factor analysis and structural equation modelling were conducted on collected data (n = 598) to demonstrate the reliability and validity of the measurement and structural model. Findings The model consisted of nine factors, namely, value expectancy (VE), ease of effort (EE), social influence (SI), favourable infrastructure conditions (FIC), hedonistic motivation for usage (HMU), favourable economic position (FEP), content quality (CQ), habitual behaviour (HB) and security conditions (SC). SC, VE, SI, HB and EE were the antecedent variables. FEP, CQ and FIC were the mediating variables and HMU was the dependant variable. SI and CQ of OTT services were positively associated with HMU of OTT services, FEP had no significant effects on HMU. The results also supported the explanatory strength and predictability of UTAUT2 as a model. It further extended UTAUT2 boundaries and paved the way for an extended UTAUT2 model to be developed. Originality/value The promising role of OTT services in the entertainment and media industry had gained consumer attention, however, limited empirical investigations had been conducted on explicating how user attitude and usage intention were shaped regarding the use of OTT services in the Indian context. This study served as one of the first attempts to empirically examine the adoption process, with implications for the HMU regarding OTT services. This was one of the first studies to extend the UTAUT2 theoretical model.

scholarly journals Food choice in the e-commerce era

2020 ◽  
Vol 122 (4) ◽  
pp. 1215-1237 ◽  
Author(s):  
Ou Wang ◽  
Simon Somogyi ◽  
Sylvain Charlebois
Keyword(s):  
Food Choice ◽  
Online Survey ◽  
Consumer Preferences ◽  
Descriptive Analysis ◽  
Demographic Characteristics ◽  
Content Type ◽  
Food Shopping ◽  
Business To Consumer ◽  
Food Choice Motives ◽  
Specific Food

PurposeThis study associated consumers' food choice motives and socio-demographic characteristics with their attitudes and consumptions towards food shopping with four e-commerce modes: business-to-consumer (B2C), online-to-offline delivery (O2O Delivery), online-to-offline in-store (O2O In-store) and New Retail. It also explored consumer preferences for specific food categories within the four e-commerce modes.Design/methodology/approachAn online survey was administered to 954 participants from three Chinese cities: Beijing, Shanghai and Shenzhen. Descriptive analysis and linear regression were used in the data analysis.FindingsThe following food choice motives (FCMs) and socio-demographic characteristics had a significant effect on food e-commerce attitudes and/or consumption, with some or all of the four e-commerce modes: Taste Appeal, Value for Money, Safety Concerns, Quality Concerns, Processed Convenience, Purchase Convenience, Others' Reviews, City, Gender, Household Size, Age, Income, Occupation and Marital Status. Consumers also have different consumption preferences for food categories in the four e-commerce modes.Originality/valueThis is the first study to associate consumer FCMs and socio-demographics with their e-commerce attitudes and consumption regarding food in four e-commerce modes: B2C, O2O Delivery, O2O In-store and New Retail.

The theory of planned behaviour and student banking in Australia

2019 ◽  
Vol 38 (1) ◽  
pp. 113-137 ◽  
Author(s):  
Mark Tucker ◽  
Christine Jubb ◽  
Chee Jin Yap
Keyword(s):  
Factor Analysis ◽  
Logistic Regression ◽  
Customer Satisfaction ◽  
Quantitative Methods ◽  
Online Survey ◽  
Theory Of Planned Behaviour ◽  
Behavioural Control ◽  
Planned Behaviour ◽  
Content Type ◽  
Perceived Behavioural Control

Purpose The purpose of this paper is to investigate the extent to which the three constructs associated with the theory of planned behaviour (TPB) can explain student banking intentions and assist in understanding their bank satisfaction. Design/methodology/approach This research issue was investigated using a mixed methods approach, incorporating both qualitative and quantitative methods. Convenience sampling was used. Factor analysis and logistic regression were used to ascertain the relevance of the TPB in explaining student banking intentions. Findings Using factor analysis, perceived behavioural control was shown to be the key determinant in explaining student banking intentions. Using a logistic regression, the TPB was shown to have strong application in predicting customer satisfaction with all three of its constructs significant, but weaker application for predicting the likelihood of a bank switch, with subjective norms and attitude significant, and even less for the likelihood of recommending the bank to a friend, with only perceived behavioural control significant. Research limitations/implications The use of an online survey which limits the pool of respondents to internet users, together with the sample size, limit the generalisability of findings. Practical implications Banks can better target and understand the drivers that influence both student banking intentions and customer satisfaction. This knowledge will allow banks to better attract and retain student customers. Originality/value Provides insight to and a better understanding of how the TPB can explain and predict student banking intentions. This study fills a gap in the literature by concentrating on student banking behaviour in Australia, a substantial segment of bank customers that has received little research.

Alternatives to culling male chicks – the consumer perspective

2019 ◽  
Vol 122 (3) ◽  
pp. 753-765 ◽  
Author(s):  
Corrina Reithmayer ◽  
Oliver Mußhoff ◽  
Michael Danne
Keyword(s):  
Online Survey ◽  
Consumer Preferences ◽  
Future Research ◽  
Revealed Preferences ◽  
In Ovo ◽  
Public Authorities ◽  
Content Type ◽  
Animal Protection ◽  
Gender Determination ◽  
Free Range

PurposeThe purpose of this paper is to investigate consumer preferences for boxes of eggs which are produced without the culling of male layer-type chicks in layer hen production and, furthermore, to investigate consumer preferences for labels from different certifying bodies.Design/methodology/approachAn online survey including a discrete choice experiment was conducted among 526 German consumers in 2018 and early 2019. Mixed logit models in preference and willingness to pay (WTP) space were estimated.FindingsThe preferred alternative is gender determination of incubated eggs, but also dual-use (DU) poultry with free-range rearing of cockerels was approved. Labels from public authorities and the Animal Protection Organisation were highly approved. In contrast, retailers were not considered suitable for the certification of production claims.Research limitations/implicationsA hypothetical setting was employed. A revealed preferences approach is suggested for future research.Practical implicationsEvidence for a wide approval of in ovo gender determination was found. Free-range rearing of cockerels was the most promising for the marketing of DU poultry products. Furthermore, public authorities and well-established third parties should engage in the field of animal welfare labelling.Originality/valueThis is the first study focussing on preferences and WTP for alternatives to chick culling, which will soon be available on the market, and for institutions certifying production claims. Findings help political decision makers, when looking for alternatives to the culling of day-old chicks, which are considered more acceptable by the public.

Factors influencing product involvement among young consumers

2010 ◽  
Vol 27 (6) ◽  
pp. 499-506 ◽  
Author(s):  
Tali Te'eni‐Harari ◽  
Jacob Hornik
Keyword(s):  
Young People ◽  
Market Segmentation ◽  
Design Methodology ◽  
Age Groups ◽  
Product Category ◽  
Product Knowledge ◽  
Product Involvement ◽  
Content Type ◽  
Young Consumers

PurposeIn light of the core role of product involvement as a variable in consumer behavior, the current study seeks to examine which variables influence product involvement among young people. This paper aims to explore five variables: age, subjective product knowledge, influence of parents, influence of peers, and product category.Design/methodology/approachThe research was founded on a quantitative field study, whose sample was comprised of 252 young people, ages 4‐15.FindingsThe findings among the entire sample imply that young people's product involvement is explained by all of the variables that were examined. Interesting findings came to light for each one of the age groups: Young children's product‐involvement level was influenced by parents and peers. The product‐involvement level for children was influenced by peers and product category. Adolescents' product‐involvement relies on subjective product knowledge and product category.Originality/valueThese findings expand the existing knowledge about young consumers' behavior patterns and show that the existing models provide a partial picture. In addition, the product‐involvement variable must be seen as a basis for market segmentation of the younger populations. The recommendation is to carefully create segments that examine the different product‐involvement levels among each age group.

Consumer preferences for banking technologies by age groups

2016 ◽  
Vol 34 (4) ◽  
pp. 587-602 ◽  
Author(s):  
Michael Harris ◽  
K. Chris Cox ◽  
Carolyn Findley Musgrove ◽  
Kathryn W Ernstberger
Keyword(s):  
New Technologies ◽  
Consumer Preferences ◽  
Age Groups ◽  
The Elderly ◽  
Analysis Of Covariance ◽  
Content Type ◽  
Cohort Differences ◽  
Use Of Technology ◽  
Age Related ◽  
Concepts Of Technology

Purpose – The prevailing mindset is that younger people value and more readily adopt technology. The purpose of this paper is to determine if this is true with respect to banking practices. Design/methodology/approach – A survey was conducted to evaluate the importance of mobile, online, and physical-based banking across multiple age groups. Factor analysis and analysis of covariance were used to evaluate the responses. Findings – The results show that older consumers see more value in traditional, physical-based banking, all ages are equally interested in currently emerging technologies (online), and younger users are more interested in the newest technologies. Research limitations/implications – The stereotype of technology-adverse elderly may be too limiting. Age influences are not absolute barriers enacted by time, but are potentially learned behaviors. Practical implications – Practitioners interested in introducing new technologies to the elderly might consider making their innovations more compatible with existing technologies already in use. Originality/value – This study builds on the concepts of technology adoption and previous work on aging as it relates to adoption. However, it is shown that cognitive declines are not the only factor that can explain age-related differences in technology usage. Cohort differences in experience and resources may also be important. This is of value not only to the banks, but to all businesses that rely on consumer use of technology to maintain the business relationship.

Privacy and trust in Facebook photo sharing: age and gender differences

2016 ◽  
Vol 50 (4) ◽  
pp. 462-480 ◽  
Author(s):  
Aqdas Malik ◽  
Kari Hiekkanen ◽  
Marko Nieminen
Keyword(s):  
Age Differences ◽  
Online Survey ◽  
Age Groups ◽  
Web Based ◽  
Content Type ◽  
Photo Sharing ◽  
Gender And Age ◽  
Significant Difference ◽  
Gender And Age Differences ◽  
And Gender

Purpose The purpose of this paper is to examine gender and age differences regarding various aspects of privacy, trust, and activity on one of the most popular Facebook activity – “photo sharing.” Design/methodology/approach The data were collected using an online survey hosted by a web-based survey service for three weeks during December 2014-January 2015. The target audience comprised of Facebook users over 18 years engaged in sharing their photos on the platform. Findings Women and young Facebook users are significantly more concerned about the privacy of their shared photos. Meanwhile, users from older age groups are less active in using the site, in sharing photos, and in taking privacy-related protective measures. Interestingly, despite having more privacy concerns, young Facebook users display higher trust levels toward the platform than older users. Overall, in the study, there was an extremely significant difference in privacy attitudes among people under and over 35 years of age. Originality/value The main contribution of this study is new knowledge regarding the gender and age differences in various privacy-related aspects, trust, and activity. Findings from the study broadens the overall understanding of how these issues positively/negatively influence the photo-sharing activity on Facebook.

scholarly journals Heterogeneity in consumer preferences for ready-to-eat pomegranate: an empirical study in Italy

2020 ◽  
Vol 122 (12) ◽  
pp. 3869-3884
Author(s):  
Alice Stiletto ◽  
Elisa Giampietri ◽  
Samuele Trestini
Keyword(s):  
Online Survey ◽  
Latent Class ◽  
Consumer Preferences ◽  
Heterogeneous Preferences ◽  
Time Saving ◽  
Content Type ◽  
Negative Effect ◽  
Italian Origin ◽  
Consumer Test ◽  
Positive Effect

PurposeThe present study aims at analysing consumer preferences for the pomegranate fruit, focussing on the effect of ready-to-eat format (i.e. packaged arils) on the purchasing choice, together with several products’ attributes as the origin, the packaging typology and the price.Design/methodology/approachThe paper presents a choice experiment (CE) among 626 Italian consumers from Veneto region through an online survey. The study estimates both a conditional logit (CL) and a latent class logit model (LCM).FindingsBy segmenting the sample based on the heterogeneous preferences of consumers, it can distinguish “eco-friendly consumers”, “time-saving lovers”, “nationalists” and “price sensitive” subjects. Interestingly, the marginal willingness to pay for ready-to-eat arils is positive for the “time-saving lovers” that are mainly young consumers. The Italian origin has always a positive effect on the choice, whereas a negative effect is found for the price. Finally, the eco-friendly package has both a negative and a positive effect.Research limitations/implicationsThe sample of this study is not representative of the population and the CE has a hypothetical nature. It follows that further research will link the economic analysis to a consumer test on a more representative sample.Practical implicationsThis study can be useful for the pomegranate producers and the industry because it provides original evidence that could drive their business and marketing strategies, for instance, the preference for ready-to-eat arils.Originality/valueThis study is one of the first seeking to determine the factors that affect consumers' preferences for pomegranate arils.

Materialism and compulsive buying behaviour

2018 ◽  
Vol 30 (5) ◽  
pp. 1239-1258 ◽  
Author(s):  
Debasis Pradhan ◽  
D. Israel ◽  
Amit Kumar Jena
Keyword(s):  
Credit Card ◽  
Structural Equation ◽  
Online Survey ◽  
Age Groups ◽  
Likelihood Estimation ◽  
Compulsive Buying ◽  
Measurement Model ◽  
Model Assessment ◽  
Content Type ◽  
The Impact

Purpose The purpose of this paper is to study the impact of materialism on credit card (CC) use and impulsive buying (IB) and compulsive buying (CB) behaviour. Furthermore, it assesses whether CC use and IB behaviour mediate the relationship between materialism and CB behaviour. Design/methodology/approach Data were collected from adult consumers with CCs via an online survey. For model assessment, a two-step approach was followed. First, a measurement model was created and tested using maximum likelihood estimation and validity of the study constructs was assessed. This was followed by structural equation modelling to test the hypotheses. Findings Materialism influences CC use and increases the propensity for IB (IB), which then precipitates CB habits. Reduction in CC use can decrease both IB and CB. Out of the six hypotheses assessed, only the one linking CC use to CB was not supported, requiring further investigation. Mediation relationships were identified, where CC use and IB act as mediators between materialism and CB. Research limitations/implications The paper captured responses from adult consumers of India. Hence, the findings may not be generalised across geographies and age groups. The study contributes to the debate on the impulsive–CB paradigm by showing that impulsive and CB are not distinct constructs. In fact, the former could lead to the latter. Practical implications CC use in itself need not necessarily lead to CB. The only way CC could cause CB is through IB. Hence, firms must promote responsible buying habits, as there has been an increase in IB, which, if not controlled, could lead to debt trap resulting from CB. The findings of this paper will help both retailers and CC institutions to better understand the spending pattern of consumers. Those will also help the policymakers to chalk out ways to the curb indiscriminate issuance of CCs without educating users. Originality/value The findings confirm that IB and CB exist on two ends of a continuum, and not as two distinct theoretical constructs. IB acts as a mediator between CC use and CB as well as between materialism and CB.

Consumers impact on food quality under frozen conditions in Germany

2019 ◽  
Vol 122 (1) ◽  
pp. 36-47
Author(s):  
Beate Silvia Kölzer ◽  
Jasmin Geppert ◽  
Astrid Klingshirn ◽  
Harald Weber ◽  
Lilla Brugger ◽  
...  
Keyword(s):  
Online Survey ◽  
Consumer Behaviour ◽  
Age Groups ◽  
Frozen Storage ◽  
Food Groups ◽  
Frozen Foods ◽  
Content Type ◽  
Frozen Food ◽  
The Impact

Purpose More than 50 per cent of all German households own a freezing appliance and so far the market of frozen foods is constantly increasing (1 per cent from 2017 to 2018). Despite frozen foods playing an important role in our everyday life, little is known about the consumer’s habits at home. The purpose of this paper is to uncover gaps in the knowledge about consumer behaviour when handling frozen food. Moreover, the impact of consumers on the quality of frozen products should be assessed. Design/methodology/approach A representative online survey was carried out to investigate different aspects of consumer behaviour concerning frozen foods. Respondents (n=2,053) were questioned about their general handling habits regarding eight different food groups: fruit, vegetables, meat, fish, bread, pastries, ready-to-eat meals and leftovers. The focus was on freezing, pre-handling, packaging and thawing – depending on the age of those questioned and combined with best practice advice regarding quality storage of frozen products. Findings Most Germans have the opportunity to freeze food and keep their freezers full or medium loaded. Older participants act more efficiently towards quality storage, but more education about freezing and frozen storage would be generally helpful to maintain quality of frozen foods and increase utilisation of freezers, using their full preservation potential. Research limitations/implications No open questions were asked due to the scope of more than 2,000 participants, which, in retrospect, would have been instructive. Originality/value Consumer handling of frozen food in Germany was investigated in a representative way for the first time, covering age groups from 18 to 69 and household sizes from 1 to >4 people, focussing on eight major food groups.

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