Research Questions and Objectives
Primary Question:
What factors determine consumer willingness to pay and sustained acceptance of OTT platform subscriptions?
Specific Questions:
How does price sensitivity affect consumers’ willingness to pay for OTT subscriptions?
How does perceived value gap influence consumers’ willingness to pay?
What is the impact of subscription fatigue on subscription continuance intention?
Does perceived overall value mediate the relationship between pricing perceptions and willingness to pay?
Do income level and number of subscriptions moderate the relationship between subscription fatigue and continuance intention?
Primary Objective:
To examine the determinants of consumer willingness to pay and sustained subscription acceptance for OTT platforms.
Specific Objectives:
• To analyze the impact of price sensitivity on consumers’ willingness to pay for OTT subscriptions.
• To examine the effect of perceived value gap on willingness to pay.
• To assess the influence of subscription fatigue on subscription continuance intention.
• To evaluate the mediating role of perceived overall value in the relationship between pricing factors and willingness to pay.
• To examine whether income level and number of active subscriptions moderate the relationship between subscription fatigue and continuance intention.