FACTORS INFLUENCING THE ACCEPTANCE OF OTT PLATFORM AND ITS EFFECT ON INTENTION TO USE AMONG CONSUMERS IN HYDERABAD

Abstract

Abstract

            This study investigated the effect on acceptance of OTT platforms and interfere to use of OTT platforms among the consumers in Hyderabad City. Thus descriptive cross sectional research design have been applied. Based on the literature review the research variable has been identified. Perception of usefulness, perceived ease of use, quality of service, price benefit and trust have been taken as independent variable. Intention to use has been taken as dependent variable. on the basis of variable questionnaire has been constructed to collect the primary data in the consumers. Using convenience sampling method 180 consumers respondents has been recorded. Further, the data was analyzed with descriptive statistics, one-way analysis of variance. Independent sample t-test, Pearson correlation and regression applied. The result of study showed that consumers have been adopted the OTT platforms. There believed that OTT platform ease usefulness, easy to use, value for money and also trust worthy.

Keywords : Technology acceptance, Intention to use, OTT platform, perceived usefulness and trust.