Consumer ethnocentrism and buying intentions on OTT platforms

Title

Consumer ethnocentrism and buying intentions on OTT platforms

Creator

Poddar P.; Anand K.; Babita B.

Description

This research delves into how OTT platforms are transforming media consumption patterns and explores the role of consumer ethnocentrism in shaping buying behaviors within this context. Through a literature review and quantitative research methodology using a Likert-scale questionnaire, the study investigates the relationship between consumer ethnocentrism, buying intentions, and various influencing factors on OTT platforms. Contrary to expectations, the findings show that consumer ethnocentrism has minimal impact on buying behavior. Instead, factors such as price, content variety, personalized recommendations, cultural alignment, ease of platform usage, familiarity with foreign content, and language preferences are crucial in determining viewers' buying intentions. The chapter concludes by recommending that OTT platforms integrate cultural sensitivities into their strategies to better cater to diverse viewer preferences, thereby enhancing market competitiveness and audience engagement. 2024, IGI Global.

Source

Consumer Experience and Decision-Making in the Metaverse, pp. 36-56.

Date

2024-01-01

Publisher

IGI Global

Coverage

Poddar P., School of Business and Management, Christ University, Bangalore, India; Anand K., School of Business and Management, Christ University, Bangalore, India; Babita B., School of Business and Management, Christ University, Bangalore, India

Rights

Restricted Access

Relation

ISBN: 979-836934168-1; 979-836934167-4

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-4167-4.ch003

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85198849834&doi=10.4018%2f979-8-3693-4167-4.ch003&partnerID=40&md5=a374aef12d6dbf17b160724c7fa8dcf8