THE PRIMACY OF CONTENT QUALITY: A REVIEW OF FACTORS INFLUENCING CONSUMER PERCEPTION AND INTENTION TOWARDS OTT PLATFORMS

Abstract

The digital uprising has created a change in perception among consumers, causing a move towards digitalization. An exhaustive investigation was conducted to study the various factors that influence public perception and use of Over-the-Top (OTT) platforms, with a specific emphasis on the significance of content quality. The paper highlights the relevance of content quality in shaping the views and intentions of consumers towards OTT platforms. The selection and utilization of OTT platforms by consumers is largely dependent on their evaluation of the content quality. Therefore, the paper stresses the significance of OTT platforms understanding and prioritizing content quality to effectively attract and retain users. Moreover, the investigation hypothesizes that diverse variables, such as expense, perceived convenience, perceived eminence, perceived usefulness, perceived gratification, perceived merit, cultural integration, social sway, binge-watching, promotion & advertisement, exert a momentous influence on how purchasers construe the worth of data. The document emphasizes the importance of customized content recommendations and their impact on the users' fulfillment and allegiance to OTT platforms. To efficiently satisfy customer preferences and enhance user experiences, platform providers should possess a comprehensive understanding of the factors that impact consumers' perceptions and intentions toward OTT platforms, which includes the crucial role played by content quality. By focusing on content quality and implementing personalized suggestions, OTT platforms can cultivate favorable consumer views, drive user engagement, and ultimately succeed in the competitive digital streaming landscape over the long term.