Watching is Valuable Consumer Views – Content Consumption on Ott Platforms

We identify the consumption values influencing repurchase intention and trust on over-the-top (OTT) platforms. We use the theory of consumption values (TCV) and trust and repurchase intention to build a parsimonious model. We perform structural equation modeling and mediation and moderation analysis by using 1,309 responses collected through a questionnaire to obtain the results. Functional, social, epistemic, emotional, and conditional values had a significant relationship with trust. Functional, epistemic, emotional, and conditional values significantly influenced repurchase intention. Furthermore, trust mediated the relationship between all consumption values and repurchase intention. This paper provides insight into the consumption values that guarantee continued usage of OTT platforms. In addition, the importance of trust as a predictor of repurchase intention offers a profound and helpful insight into consumer behavior. This unique model—comprising all original constructs of TCV and combining trust for predicting repurchase intention on OTT platforms—is probably the first of its kind in the current literature. In addition, the theoretical development suggests a direction for future research