Title: Factors leading to adoption of video on demand service: an exploratory study

Authors: Amit Kakkar; Ruchi Kakkar

Addresses: Mittal School of Business, Lovely Professional University, Jalandhar-Delhi GT Road (NH1), Phagwara, Punjab 144411, India ' Mittal School of Business, Lovely Professional University, Jalandhar-Delhi GT Road (NH1), Phagwara, Punjab 144411, India

Abstract: As the wireless and wired internet market is approaching the maturity levels, the subscribers of wireless as well as wired internet services are continuously looking for improved performances and more extensive applications and on the other hand, the wireless service and wired internet providers are continuously fighting for the market share by offering new services and in turn, hoping that the new services will bring higher revenues. Video on demand (VOD) is one such service that is pinned as the next big thing for the telecommunication industry, content development industry and for the entertainment industry from the advertisement and viewership point of view. VOD/moving TV service involves providing entertainment content on the smartphones/laptops, etc. via wireless networks. This paper is intended to explore the various factors which will encourage the customers to adopt VOD service in the Indian context using exploratory factor analysis. The extracted factors will help in understating the psyche of customers and will also help in developing the strategies which can help the companies to make people adopt the VOD services.

Keywords: online viewing; video on demand; VOD; entertainment; anytime viewing; smartphones; online watching; content development; exploratory factor analysis; EFA.

DOI: 10.1504/IJBG.2018.095769

International Journal of Business and Globalisation, 2018 Vol.21 No.4, pp.505 - 516

Received: 17 Apr 2017
Accepted: 25 Aug 2017
Published online: 22 Oct 2018 *

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