Factors Affecting Post-adoption Behavioural Outcomes Towards Over- the-top (OTT) Video Services: An Integration of Expectation-confirmation Model and Updated IS Success Model

Abstract

The purpose of the article is to examine the factors affecting users’ post-adoption behaviour by integrating the expectation-confirmation model and the IS success model in the context of OTT video services. The relationship between behavioural outcomes, continuance intention, and word-of-mouth intention is also analyzed. Online structured questionnaires are used to collect data from 208 users of OTT video services. Structural equation modelling (SEM) is used to test the research model. The results reveal that quality factors significantly affect user satisfaction. Expectation-confirmation significantly affects perceived usefulness, and there is a significant effect of perceived usefulness on users’ satisfaction levels. User satisfaction significantly influences users’ continuance intention and word-of-mouth intention towards OTT video services. Word-of-mouth intention was not significantly affected by continuance intention. The key findings of the study provide fundamental theoretical and managerial implications for academics and service providers to utilize and implement.

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