The Antecedents of Customers Intention Towards Over The Top (OTT) Video Streaming Based Services: The Stimulus-Organism-Response Model Approach Nityaningrum Duatibumi, Hapsari Setyowardhani
University of Indonesia
Abstract
This study aims to analyze the effects of the selection attributes of subscription services on purchase and continuous use intentions, using the perceived value of video streaming-based Over the Top (OTT) subscription service users as a medium. The study applies The Stimulus-Organism-Response (SOR) which is commonly used to evaluate stimuli that affect an individual / organism to give a response towards the environment. A survey was conducted to 343 OTT video streaming-based service users in Indonesia with external and internal stimulus as selection attributes. The external stimulus included content superiority, system quality, and service differentiation while internal stimulus was represented by hedonic and innovative attitude. Based on the analysis, content superiority, hedonic and innovative attitude were found to have a positive effect on perceived value, which in turn positively affected purchase intentions. However, only internal stimulus of consumers: Hedonic and Innovative that has positively affect the continuous use intentions using perceived value as a medium. In conclusion, the factors that influenced the users of video streaming-based OTT service behaviors are: the valuable content, hedonic driven and innovative attitude.
Keywords: Stimulus-Organism-Response (SOR) Model- Over The Top (OTT) Service- subscription service- video streaming
