Streaming Apps - A Study on Consumer Satisfaction Toward the Usage of These Platforms During COVID-19 in Kolkata, West Bengal

Authors

  •   Udit Chawla Associate Professor (Corresponding Author), University of Engineering and Management, University Area, Plot No III-B/5, Main Arterial Road, New Town Action Area – III, Kolkata - 700 156, West Bengal.
  •   Jyoti Shaw Student, BBA, Techno India, EM-4/1, Sector-V, Salt Lake, Kolkata - 700 091, West Bengal
  •   Sonam Choudhary Student, B-Tech (CSE), Om Dayal Group of Institutions, Plot No. 38(P), 38(A), 39(P) & 39(A), Uluberia Industrial, Growth Centre, Near Birshibpur Railway Station, Howrah - 711 316, West Bengal

DOI:

https://doi.org/10.17010/ijom/2022/v52/i10/172346

Keywords:

Streaming platform

, satisfaction, entertainment, COVID-19

Paper Submission Date

, June 20, 2021, Paper sent back for Revision, April 19, 2022, Paper Acceptance Date, August 10, Paper Published Online, October 15, 2022

Abstract

In today’s world, virtual streaming platforms are the primary source of entertainment. People gradually shift from traditional entertainment channels to online streaming platforms as they offer more improvised services. During the COVID-19 period, the streaming sector saw massive growth in the number of users. As a result, streaming platforms are now widely seen as the entertainment industry’s future. From offering high-quality material to connecting individuals through various streaming platforms, OTT platforms have gained prominence recently, particularly during the pandemic.
Purpose : To identify the factors influencing users’ satisfaction with a streaming platform in Kolkata, West Bengal, and to establish how these attributes and different streaming platforms are related.
Methodology : Kolkata, West Bengal, was selected for the survey, and it was undertaken with the help of a structured questionnaire and casual interaction with the users.
Findings : This study discovered that consumer satisfaction was primarily determined by two critical factors: “Fringe Benefits†and “Refreshment.†The factor “Fringe Benefits†was found to be substantially influential. In addition, users’ satisfaction could also correlate to the quality of services provided to the streaming platforms using correspondence analysis. Various online streaming platforms were discovered to be popular, delivering high-quality material with a wide range of alternatives, limited advertisements, and high-quality and extensive features at a reasonable price. Furthermore, we used cluster analysis to discover three clusters that influenced consumers of various ages when watching online on various streaming sites. These clusters were “Gen Z Socializing,†“Gen Y Entertaining,†and “Gen X Quality Essence.â€

Downloads

Download data is not yet available.

Downloads

Published

2022-10-01

How to Cite

Chawla, U., Shaw, J., & Choudhary, S. (2022). Streaming Apps - A Study on Consumer Satisfaction Toward the Usage of These Platforms During COVID-19 in Kolkata, West Bengal. Indian Journal of Marketing, 52(10), 33–49. https://doi.org/10.17010/ijom/2022/v52/i10/172346

Issue

Volume 52, Issue 10, October 2022

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

References

Arora, A. K., & Srinivasan, R. (2020). Impact of pandemic COVID-19 on the teaching-learning process: A study of higher education teachers. Prabandhan: Indian Journal of Management, 13(4), 43–56. https://doi.org/10.17010/pijom/2020/v13i4/151825

Azzahro, F., Ghibran, J. V., & Handayani, P. W. (2020). Customer satisfaction and willingness to pay on demand entertainment streaming service: The role of service quality and perceived values. In, 2020 International Conference on Information Technology Systems and Innovation (ICITSI) (pp. 179–184). IEEE. https://doi.org/10.1109/ICITSI50517.2020.9264953

Bründl, S., & Hess, T. (2016, June). Why do users broadcast? Examining individual motives and social capital on social live streaming platforms. In Proceedings of the Pacific Asian Conference on Information Systems, 332. https://aisel.aisnet.org/pacis2016/332/

Bulsara, H. P., & Vaghela, P. S. (2022). Millennials' online purchase intention towards consumer electronics: Empirical evidence from India. Indian Journal of Marketing, 52(2), 53–70. https://doi.org/10.17010/ijom/2022/v52/i2/168154

Chen, C.-C., & Lin, Y.-C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303. https://doi.org/10.1016/j.tele.2017.12.003

Chiu, C.-M., Hsu, M.-H., Lai, H., & Chang, C.-M. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4), 835–845. https://doi.org/10.1016/j.dss.2012.05.021

Cleary, C., Humphrey, O., & Bates, A. (2014). Possible, inevitable, or fait accompli? An analysis of streaming video acquisition, acceptance and use in higher education. In A. Kosina (ed.), Proceedings of VALA2014, the 17th Biennial Conference and Exhibition (pp. 1–17). VALA-Libraries, Technology and the Future Inc.

Francioni, B., Musso, F., & Vardiabasis, D. (2013). Key decisions and changes in internationalization strategies: The case of smaller firms. Journal of Strategic Marketing, 21(3), 240–259. https://doi.org/10.1080/0965254X.2013.790466

Fu, X.-M., Zhang, J.-H., & Chan, F. T. (2018). Determinants of loyalty to public transit: A model integrating satisfaction-loyalty theory and expectation-confirmation theory. Transportation Research Part A: Policy and Practice, 113, 476–490. https://doi.org/10.1016/j.tra.2018.05.012

Gadhiya, P., & Panchal, N. (2021). Young women's continuance intentions to use communication and social media apps. Indian Journal of Marketing, 51(3), 41–55. https://doi.org/10.17010/ijom/2021/v51/i3/158063

Hilvert-Bruce, Z., Neill, J. T., Sjöblom, M., & Hamari, J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58–67. https://doi.org/10.1016/j.chb.2018.02.013

Hossain, M. A., & Quaddus, M. (2012). Expectation–confirmation theory in information system research: A review and analysis. In, Y. Dwivedi, M. Wade, & S. Schneberger (eds.), Information systems theory. Integrated series in information systems (Vol. 28). Springer. https://doi.org/10.1007/978-1-4419-6108-2_21

Hsu, M.-H., Chang, C.-M., & Chuang, L.-W. (2015). Understanding the determinants of online repeat purchase intention and moderating role of habit: The case of online group-buying in Taiwan. International Journal of Information Management, 35(1), 45–56. https://doi.org/10.1016/j.ijinfomgt.2014.09.002

Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594–606. https://doi.org/10.1016/j.chb.2017.06.006

Jomnonkwao, S., Ratanavaraha, V., Khampirat, B., Meeyai, S., & Watthanaklang, D. (2015). Factors influencing customer loyalty to educational tour buses and measurement invariance across urban and rural zones. Transportmetrica A: Transport Science, 11(8), 659–685. https://doi.org/10.1080/23249935.2015.1060274

Kagan, S. N. (2017). Global OTT provider database (Excel). https://www.snl.com

Kastiya, S., & Sharma, A. (2020). Impact of internet addiction on workplace procrastination: An empirical study on millennial employees. Prabandhan: Indian Journal of Management, 13(1), 45–58. https://doi.org/10.17010/pijom/2020/v13i1/149947

Katz, Y. (2020). Interacting for peace: Rethinking peace through interactive digital platforms. Social Media + Society, 6(2), 2056305120926620. https://doi.org/10.1177%2F2056305120926620

Khatri, S., & Kale, S. (2022). Social listening as a marketing strategy to analyze beyond consumer buyology in the OTT Industry: A research note. Prabandhan: Indian Journal of Management, 15(1), 53–58. https://doi.org/10.17010/pijom/2022/v15i1/167861

Kulshrestha, V., & Jain, K. (2018). Technology integration in the mobile communication industry: A review. Prabandhan: Indian Journal of Management, 11(4), 7–26. https://doi.org/10.17010/pijom/2018/v11i4/122824

Lin, T.-C., Wu, S., Hsu, J. S.-C., & Chou, Y.-C. (2012). The integration of value-based adoption and expectation–confirmation models: An example of IPTV continuance intention. Decision Support Systems, 54(1), 63–75. https://doi.org/10.1016/j.dss.2012.04.004

Lohmann, S., & Frederiksen, L. (2018). Faculty awareness and perception of streaming video for teaching. Collection Management, 43(2), 101–119. https://doi.org/10.1080/01462679.2017.1382411

Malhotra, N., & Birks, D. (2007). Marketing research: An applied approach (3rd European edition). Pearson Education.

Mäntymäki, M., Najmul Islam, A. K., & Benbasat, I. (2020). What drives subscribing to premium in freemium services? A consumer valueâ€based view of differences between upgrading to and staying with premium. Information Systems Journal, 30(2), 295–333. https://doi.org/10.1111/isj.12262

Matikainen, J. T. (2015). Motivations for content generation in social media. Participations: Journal of Audience and Reception Studies, 12(1), 41–58. http://hdl.handle.net/10138/232990

Nath, A., Behura, A. K., Kumar, R., Kanak, T., & Sundararajan, M. (2019). Technology advancement, teachers' efforts and know-how as key factors to improve students' creativity for excellence in education management. Prabandhan: Indian Journal of Management, 12(11), 7–20. https://doi.org/10.17010/pijom/2019/v12i11/148408

Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F., & Chang, Y. (2016). An expectation-confirmation model of continuance intention to use mobile instant messaging. Telematics and Informatics, 33(1), 34–47. https://doi.org/10.1016/j.tele.2015.05.006

Otto, J. (2014). University faculty describe their use of moving images in teaching and learning and their perceptions of the library's role in that use. College & Research Libraries, 75(2), 115–144. https://doi.org/10.7282/T3DR2SVW

Oyedele, A., & Simpson, P. M. (2018). Streaming apps: What consumers value. Journal of Retailing and Consumer Services, 41, 296–304. https://doi.org/10.1016/j.jretconser.2017.04.006

Rahi, S., & Abd. Ghani, M. (2019). Integration of expectation confirmation theory and self-determination theory in internet banking continuance intention. Journal of Science and

Technology Policy Management, 10(3), 533–550. https://doi.org/10.1108/JSTPM-06-2018-0057

Sen, S. (2022). A short communication: Monograph on impulse buying during the COVID-19 Pandemic. Indian Journal of Marketing, 52(4), 63–69. https://doi.org/10.17010/ijom/2022/v52/i4/169110

Singh, S., Kapoor, P., Srivastava, S., & Prakash, A. (2021). Impact of media on the health consciousness of the millennial generation. Prabandhan: Indian Journal of Management, 14(12), 35–53. https://doi.org/10.17010/pijom/2021/v14i12/167459

Smoląg, K., Ślusarczyk, B., & Kot, S. (2016). The role of social media in the management of relational capital in universities. Prabandhan: Indian Journal of Management, 9(10), 34–41. https://doi.org/10.17010/pijom/2016/v9i10/103072

Spangler, T. (2018, July 24). Cord-cutting keeps churning: U.S. pay-TV cancelers to hit 33 million in 2018 (Study). Variety. https://variety.com/2018/digital/news/cord-cutting-2018-estimates-33million-us-study-1202881488/#!

Sridhar, G., & Narasimha Murthy, G. (2017). Influence of perceived risk and value consciousness on attitude towards music piracy. Indian Journal of Marketing, 47(10), 19–25. https://doi.org/10.17010/ijom/2017/v47/i10/118694

Tsai, H.-T., Chien, J.-L., & Tsai, M.-T. (2014). The influences of system usability and user satisfaction on continued Internet banking services usage intention: Empirical evidence from Taiwan. Electronic Commerce Research, 14, 137–169. https://doi.org/10.1007/s10660-014-9136-5

Venkatesh, V., Thong, J. Y., Chan, F. K., Hu, P. J.-H., & Brown, S. A. (2011). Extending the twoâ€stage information systems continuance model: Incorporating UTAUT predictors and the role of context. Information Systems Journal, 21(6), 527–555. https://doi.org/10.1111/j.1365-2575.2011.00373.x

Voigt, K.-I., Buliga, O., & Michl, K. (2017). Entertainment on demand: The case of Netflix. In, Business model pioneers. Management for professionals. Springer. https://doi.org/10.1007/978-3-319-38845-8_11

Zhang, H., Lu, Y., Gupta, S., & Gao, P. (2015). Understanding group-buying websites continuance: An extension of expectation confirmation model. Internet Research, 25(5), 767–793. https://doi.org/10.1108/IntR-05-2014-0127