Consumer Ethnocentrism and Buying Intentions on OTT Platforms

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Author(s): Praneet Poddar (School of Business and Management, Christ University, Bangalore, India), Karan Anand (School of Business and Management, Christ University, Bangalore, India)and Dr. Babita (School of Business and Management, Christ University, Bangalore, India)
Copyright: 2024
Pages: 21
Source title: Consumer Experience and Decision-Making in the Metaverse
Source Author(s)/Editor(s): Theodore Tarnanidis (International Hellenic University, Greece)
DOI: 10.4018/979-8-3693-4167-4.ch003

Keywords: Business Science Reference / Consumer Behavior / Knowledge Management and Library Science / Marketing and Consumer Behavior

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Abstract

This research delves into how OTT platforms are transforming media consumption patterns and explores the role of consumer ethnocentrism in shaping buying behaviors within this context. Through a literature review and quantitative research methodology using a Likert-scale questionnaire, the study investigates the relationship between consumer ethnocentrism, buying intentions, and various influencing factors on OTT platforms. Contrary to expectations, the findings show that consumer ethnocentrism has minimal impact on buying behavior. Instead, factors such as price, content variety, personalized recommendations, cultural alignment, ease of platform usage, familiarity with foreign content, and language preferences are crucial in determining viewers' buying intentions. The chapter concludes by recommending that OTT platforms integrate cultural sensitivities into their strategies to better cater to diverse viewer preferences, thereby enhancing market competitiveness and audience engagement.

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Consumer Ethnocentrism and Buying Intentions on OTT Platforms

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