User Gratifications and Behavioural Intention in Ott Platforms: an Integrated Ugt-tam Approach

Author(s)	Dr. VINEESH AK
Country	India
Abstract	This research explores how user gratifications impact the intention to use live streaming services on over-the-top (OTT) platforms in Kerala. The study employs a synthesis of User Gratification Theory (UGT) and the Technology Acceptance Model (TAM) to provide a comprehensive understanding. Furthermore, OTT usage intention was examined through the mediating effect of perceived ease of use and perceived usefulness. A sample of 489 respondents was analyzed using the PLS-SEM approach. The results revealed that OTT gratifications, perceived usefulness, and perceived ease of use significantly influenced usage intention. Furthermore, the indirect effects of perceived ease of use and perceived usefulness were significant. This study suggests that customer-centric OTT packages, duly considering their gratifications, can promote the media entertainment industry. Policymakers and service providers can also analyze the results of this study for the successful delivery of OTT live streaming services.
Keywords	OTT services, OTT gratifications, perceived ease of use, perceived usefulness, user behaviour intention
Field	Business Administration
Published In	Volume 7, Issue 4, July-August 2025
Published On	2025-07-03
DOI	https://doi.org/10.36948/ijfmr.2025.v07i04.50041
Short DOI	https://doi.org/g9r7n3

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research