Date of Publication

3-27-2023

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Business Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Honor/Award

Nominated for Best Thesis

Thesis Advisor

Harvey T. Ong

Defense Panel Chair

Cristina Teresa N. Lim

Defense Panel Member

Jessica Jaye Ranieses

Abstract/Summary

Opportunities for the over-the-top platforms rose as need for entertainment increased during COVID-19. This study identifies customer response to OTT based on attitude-towards-piracy (AP), choice-overload (CO), and technology-anxiety (TA). No studies combine those variables with purchase-intention (PI); and Filipino OTT users are under-researched respondents. Six hypotheses are proposed: The effect of AP and CO to PI separately, with and without moderator TA; and combined effect of AP and CO to PI, with and without moderator TA. A descriptive-correlational-causal design, surveying 100 NCR-based, 1-month long, OTT users, aged 18-35, through purposive sampling, is followed. The effect of AP to PI was insignificant because PI is independent from ethics; CO leads to PI because choice availability entices customers; AP and CO on PI was insignificant because choosing OTT is difficult when it can be free; TA moderates AP on PI because anxious leechers subscribe out of fear; TA moderates CO on PI because technologically-anxious subscribers have decision fatigue; and TA moderates AP and CO on PI because anxious leechers with decision fatigue want to subscribe. OTT platforms are recommended to hire curators alongside AI algorithms, introduce custom-subscription plans, one-genre marketing, and source-recipient leeching discount to compete against piracy by utilizing CO and TA.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Consumers—Attitudes; Streaming video; Piracy (Copyright)

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Embargo Period

4-19-2023

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