A cross-country analysis of the determinants of customer recommendation intentions for over-the-top (OTT) platforms

Anish Yousaf, Abhishek Mishra, Babak Taheri, Muhammet Kesgin

Research output: Contribution to journalArticlepeer-review

Abstract

Using data from India and the USA, this research expands the expectation–confirmation model (ECM) to include constructs like neutral confirmation, customer-to-customer (C2C) interactions and perceived content quality as antecedents to perceived enjoyment, perceived usefulness, user satisfaction, continuance, and recommendation intentions. Across both countries, except for the influence of C2C interactions on perceived enjoyment and of perceived usefulness on recommendation intentions, the remaining hypotheses are supported. There are cross-country differences in the magnitude of the paths from neutral confirmation and C2C interactions to perceived usefulness, and of paths from perceived enjoyment and satisfaction to continuance intentions.
Original languageEnglish
Article number103543
JournalInformation and Management
Early online date13 Oct 2021
DOIs
Publication statusE-pub ahead of print - 13 Oct 2021

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