Title: Influence of search experience and pricing on post-adoption behavioural outcomes of subscribers: a study of over-the-top video services

Authors: Jasleen Kaur Saggu; Tarannum Mohan

Addresses: School of Management Studies, Punjabi University, Patiala, India ' Punjabi University Centre for Emerging and Innovative Technology, Mohali, India

Abstract: The study examines the influence of dimensions of search experience and pricing affecting user satisfaction on the post-adoption behavioural outcomes of OTT subscribers. Online structured questionnaires are used to collect data from 214 paid subscribers of OTT video services. Structural equation modelling is used to test the research model. The results reveal that perceived diagnosticity and perceived serendipity significantly affect user satisfaction. Price reliability, price-quality ratio, and relative price are also found to positively influence users' satisfaction level. User satisfaction significantly influences users' continuance intention and word-of-mouth intention towards OTT video services. The results confirm that subscribers who are satisfied with the search experience and pricing for OTT video services are more likely to continue their subscription and also recommend it to others. The key findings of the study provide fundamental theoretical and managerial implications for academics and service providers to utilise and implement.

Keywords: continuance intention; over-the-top video services; pricing; search experience; word-of-mouth intention.

DOI: 10.1504/IJBCG.2024.144375

International Journal of Business Competition and Growth, 2024 Vol.9 No.3/4, pp.301 - 327

Received: 10 Aug 2024
Accepted: 07 Nov 2024
Published online: 10 Feb 2025 *

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