Title: Analysing consumer buying behaviour towards online streaming services

Authors: Amir H. Khan; Rijuta P. Joshi; Kimsy Gulhane

Addresses: Salford Business School, University of Salford, Manchester, UK; Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Nagpur 440013, Maharashtra, India ' Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Nagpur 440013, Maharashtra, India ' Department of Management Technology, Shri Ramdeobaba College of Engineering and Management, Nagpur 440013, Maharashtra, India

Abstract: Online video streaming services industry has experienced a radical shift among consumer choices towards entertainment content. It is not only witnessing the shift from traditional habit of content consumption to the binge-watching behaviour among viewers but also addressing the increased concern among online streaming content providers to woo buyers. From a survey administered to online streaming content subscribers, researchers in the current study have identified factors that influence consumer buying behaviour towards online streaming services, several of which are different than the ones found in the previous studies. These parameters were selected by considering social commerce and social media marketing efforts of the firms. The study sought to capture the impact of selected indicators on consumer buying behaviour towards online streaming services. A conceptual model was tested using structural equation modelling which proved the goodness of fit of the model. Theoretical implications and future development of factors influencing online streaming content adoption among consumers were also discussed.

Keywords: consumer buying behaviour; CBB; decision making; social media; social commerce; online streaming services; OSS; OTT platforms.

DOI: 10.1504/IJBG.2025.144860

International Journal of Business and Globalisation, 2025 Vol.39 No.3/4, pp.296 - 314

Received: 04 Feb 2021
Accepted: 19 Sep 2021
Published online: 06 Mar 2025 *

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