Article2024

Examining the brand trust and willingness to subscribe to third-party add-on services in over-the-top platforms: a brand trust transfer perspective

Anup Anurag Soren · Shibashish Chakraborty

5 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Legal Systems and Institutions

Abstract

Purpose Based on trust transfer theory, this study explores trust transfer between two brands in the over-the-top (OTT) context. Specifically, it examines the effect of (1) the hosting OTT platform brand trust and (2) users' trust disposition on the brand trust of add-on services. Further, the study investigates their impact on the willingness to subscribe to add-on services. Design/methodology/approach Using purposive sampling, data were collected using an online survey from OTT users (n = 322). The data were analyzed using partial least squares structural equation modeling (PLS-SEM) through the software SmartPLS. Findings The study exhibited that users' brand trust in the hosting OTT platform brand results in users trusting the brand of add-on services hosted on the platform. The study explains this finding of “brand trust transfer” with the help of the trust transfer theory. It also clarified that the brand trust transfer process is not moderated by trust disposition and is not influenced by gender, experience and income. Finally, the study showed that brand trust in the hosting platform does not directly affect users' willingness to subscribe to add-on services but indirectly through brand trust in add-on services. Originality/value This study demonstrates the trust transfer between two brands. The context is two brands operating in the same competitive space (OTT services), with the established brand hosting the services of the other less-known brand. This study pioneers the investigation of the source-target entity pair operating in the same competitive space, contending that brand trust transfer may also occur between brands in other contexts (like financial services). The study is also unprecedented in elucidating the effect of brand trust in the hosting platform, users' trust disposition and brand trust in add-on services on users' willingness to subscribe to the add-on service.

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References

2012Lateral Collinearity and Misleading Results in Variance-Based SEM: An Illustration and Recommendations 2007A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents 2003Trust Transfer on the World Wide Web 2018An integrated view of particularized trust in social commerce: An empirical investigation 2022Mobile payment apps filling value gaps: Integrating consumption values with initial trust and customer involvement 2019In crowdfunding we trust: A trust-building model in lending crowdfunding 2023The impact of blockchain technology on the online purchase behavior of green agricultural products 2019Exploring the moderators and causal process of trust transfer in online-to-offline commerce

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