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Drivers of continued use of OTT platforms
Mini Dissertation (MBA)--University of Pretoria, 2020.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2021
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| _version_ | 1867613637431001088 |
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| access_status_str | Open Access |
| author2 | Chipp, Kerry |
| author_browse | Chipp, Kerry |
| author_facet | Chipp, Kerry |
| collection | Thesis |
| dc_rights_str_mv | © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2020. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/79633 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:39:18.847Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2021 |
| publishDateRange | 2021 |
| publishDateSort | 2021 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/79633 Drivers of continued use of OTT platforms Chipp, Kerry ichelp@gibs.co.za Nyarenda, Ralph UCTD Mini Dissertation (MBA)--University of Pretoria, 2020. As Over The Top (OTT), platforms continue to gain market share and disrupt traditional linear broadcasters has lead academic, business leaders and legislators to consider if conventional marketing and Information systems models can explain continued use intentions for OTT platforms. While the adoption of technology is crucial to the success of an enterprise, it is continued use that determines the long term sustainability of an enterprise. Understanding the factors that drive continued use intentions of OTT platforms is crucial for developing long-standing sustainable and loyal relationships with customers. Video-on-demand platforms like YouTube, Showmax, Amazon and Netflix continue to disrupt traditional linear broadcasters and are continuously altering the TV and video marketplace and value chains. These OTT platforms are altering consumer viewing trends, moving away from TV schedules prescribed and dictated by traditional broadcasters, resulting in time-shifted viewing. These changes are no longer limited to time-shifted viewing; consumers are increasingly in control of when and how they view video content, resulting in fragmented viewing patterns, significantly impacting mass media models relied on by the advertising industry. The results of our quantitative study indicate that the proposed model for continued use explains 69 percent of the variation in continued use intentions. Our findings indicate that consumers are multihoming and using multiple competing platforms, concurrently, which is inconsistent with conventional marketing and IS theory that consumers adopt and use only one competing product. Our findings indicate that the presence of a competing product impacts user continuance intentions, habit and satisfaction. However, the impact size was insignificant for intentions and satisfaction. pt2021 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2021-04-22T10:33:22Z 2021-04-22T10:33:22Z 2021/04/14 2020 Mini Dissertation Nyarenda, R 2020, Drivers of continued use of OTT platforms, MBA Mini Dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/79633> http://hdl.handle.net/2263/79633 en © 2020 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Drivers of continued use of OTT platforms |
| title | Drivers of continued use of OTT platforms |
| title_full | Drivers of continued use of OTT platforms |
| title_fullStr | Drivers of continued use of OTT platforms |
| title_full_unstemmed | Drivers of continued use of OTT platforms |
| title_short | Drivers of continued use of OTT platforms |
| title_sort | drivers of continued use of ott platforms |
| topic | UCTD |
| url | http://hdl.handle.net/2263/79633 |