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Interrelated factors driving the purchase of over-the-top television subscription services: A study using exploratory factor analysis and the decision-making trial and evaluation laboratory method
Applied Marketing Analytics: The Peer-Reviewed Journal,
6
(1),
73-84
(2020)
Abstract
This study identifies the key factors motivating people to subscribe to over-the-top (OTT) services and examines the causal relationships between those factors. As it is a multiple criteria decision-making problem, the study embraces an integrated model of exploratory factor analysis and the decision-making trial and evaluation laboratory (DEMATEL) method. The latter technique is used to simplify the decision-making process and visualise the interrelationships between the motivation factors. The study identifies four key motivational factors: flexibility, content, variety and social status, of which content is the most crucial. The findings of this study will be of interest to marketing analysts and decision-makers seeking to measure, analyse and improve marketing performance in order to develop better strategies for marketing OTT services.
Keywords: decision-making; OTT; live-streaming; flexibility; content; factor analysis; DEMATEL
The full article is available to subscribers to the journal.
Author's Biography
Chand P. Saini is an Assistant Professor of Marketing, Retail Management and Consumer Behaviour at SGT University. He holds a doctorate in the field of management and a master’s degree in management and commerce. Dr Saini has authored or co-authored more than 20 research papers, and has presented his research at conferences both nationally and internationally.
Neha Gupta is an Assistant Professor at the Amity School of Business. She earned her PhD, MPhil (operations research), MSc (operations research) and BSc (Hons) geography at Aligarh Muslim University. Her research interests include optimisation and applied decision-making, and her work has been published in numerous international journals. She is an editor for the International Journal of Mathematics and Systems Science and International Journal of Data Mining, Modelling and Management, and serves on the review board of various other international journals.
Citation
Saini, Chand P. and Gupta, Neha (2020, June 1). Interrelated factors driving the purchase of over-the-top television subscription services: A study using exploratory factor analysis and the decision-making trial and evaluation laboratory method. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 6, Issue 1. https://doi.org/10.69554/MMOM2980.
© Henry Stewart
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