Acknowledgement
The infrastructural support provided by FORE School of Management, New Delhi, in completing this paper is gratefully acknowledged.
References
- Agudelo, P. L., Campo, W. Y., Ruiz, A., Arciniegas, J. L., and Giraldo, W. J. (2017, September). Architectonic proposal for the video streaming service deployment within the educational context. In Colombian Conference on Computing, 313-326. Springer, Cham.
- Aguiar, L., and Waldfogel, J. (2018). Netflix: Global hegemon or facilitator of frictionless digital trade? Journal of Cultural Economics, 42, 419-445. doi:10.1007/s10824-017-9315-z
- Anderson, J. C., and Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423. doi:10.1037/0033-2909.103.3.411.
- Bagozzi, R. P., and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. doi:10.1007/BF02723327.
- Baptista, G., and Oliveira, T. (2015). Understanding mobile banking: The unified theory of acceptance and use of technology combined with cultural moderators. Computers in Human Behavior, 50, 418-430. doi:10.1016/j.chb.2015.04.024.
- Baptista, G., and Oliveira, T. (2017). Why so serious? Gamification impact in the acceptance of mobile banking services. Internet Research, 27(1), 118-139. doi:10.1108/IntR-10-2015-0295.
- Bhattacharya, A. (2019). Netflix and Amazon Prime aren't the main contenders in India's streaming wars. Retrieved July 2, 2019, from https://qz.com/india/1525497/hotstar-jiotv-are-winning-over-netflix-amazon-prime-in-india/.
- Brown, S. A., Dennis, A. R., and Venkatesh, V. (2010). Predicting collaboration technology use: Integrating technology adoption and collaboration research. Journal of Management Information Systems, 27(2), 9-54. doi:10.2753/MIS0742-1222270201.
- Burroughs, B. (2019). House of Netflix: Streaming media and digital lore. Popular Communication, 17(1), 1-17. doi:10.1080/15405702.2017.1343948.
- Castro, D., and Cascajosa, C. (2020). From Netflix to Movistar+: How subscription video-on-demand services have transformed Spanish TV production. JCMS: Journal of Cinema and Media Studies, 59(3), 154-160. doi:10.1353/cj.2020.0019.
- Cesareo, L., and Pastore, A. (2014). Consumers' attitude and behavior towards online music piracy and subscription-based services. Journal of Consumer Marketing, 31(6/7), 515-525. https://doi.org/10.1108/JCM-07-2014-1070
- Chang, A. (2012). Utaut and Utaut 2: A review and agenda for future research. Journal The Winners, 13(2), 106-114. doi:10.21512/tw.v13i2.656.
- Chao, C. N., Hegarty, N., and Fray, I. (2016). Impact of movie streaming over traditional DVD movie rental-An empirical study. Journal of Industrial and Intelligent Information, 4(2), 104-109. doi:10.18178/jiii.4.2.104-109.
- Chau, P. Y. K., and Lung Hui, K. (1998). Identifying early adopters of new IT products: A case of Windows 95. Information and Management, 33(5), 225-230. doi:10.1016/S0378-7206(98)00031-7.
- Chauhan, S., and Jaiswal, M. (2016). Determinants of acceptance of ERP software training in business schools: Empirical investigation using UTAUT model. International Journal of Management Education, 14(3), 248-262. doi:10.1016/j.ijme.2016.05.005.
- Chen, Y. M., Liu, H. H., and Chiu, Y. C. (2017). Customer benefits and value creation in streaming services marketing: A managerial cognitive capability approach. Psychology and Marketing, 34(12), 1101-1108. https://doi.org/10.1002/mar.21050
- Cheung, R., and Vogel, D. (2013). Predicting user acceptance of collaborative technologies: An extension of the technology acceptance model for e-learning. Computers and Education, 63, 160-175. doi:10.1016/j.compedu.2012.12.003.
- Chong, A. Y. L., Liu, M. J., Luo, J., and Keng-Boon, O. (2015). Predicting RFID adoption in healthcare supply chain from the perspectives of users. International Journal of Production Economics, 159, 66-75. doi:10.1016/j.ijpe.2014.09.034.
- Cook, S. W., and Berrenberg, J. L. (1981). Approaches to encouraging conservation behavior: A review and conceptual framework. Journal of Social Issues, 37(2), 73-107. doi:10.1111/j.1540-4560.1981.tb02627.x.
- Craig-Lees, M. A., Harris, J., and Maulana, A. E. (2013). Websites and revisiting behaviour: An investigation of the relative role of predictors. Marketing Intelligence and Planning, 31(3), 250-271. doi:10.1108/02634501311324609.
- Cunningham, S., and Scarlata, A. (2020). New forms of internationalisation? The impact of Netflix in Australia. Media International Australia, 177(1), 149-164. doi:10.1177/1329878X20941173.
- Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. doi:10.2307/249008.
- De Matos, M. G., Ferreira, P., and Smith, M. D. (2018). The effect of subscription video-on-demand on piracy: Evidence from a household-level randomized experiment. Management Science, 64(12), 5461-5959. doi:10.1287/mnsc.2017.2875.
- Dhir, A., Kaur, P., and Rajala, R. (2018). Why do young people tag photos on social networking sites? Explaining user intentions. International Journal of Information Management, 38(1), 117-127. doi:10.1016/j.ijinfomgt.2017.07.004.
- Diaz, M. C., and Loraas, T. (2010). Learning new uses of technology while on an audit engagement: Contextualizing general models to advance pragmatic understanding. International Journal of Accounting Information Systems, 11(1), 61-77. doi:10.1016/j.accinf.2009.05.001.
- Dick, J. (2019). Netflix original-content-lovers. Retrieved July 24, 2020, from https://civicscience.com/netflix-original-content-lovers/.
- Elkins, E. (2018). Powered by Netflix: Speed test services and video-on-demand's global development projects. Media, Culture and Society, 40(6), 838-855. doi:10.1177/0163443718754649.
- Escobar-Rodriguez, T., and Carvajal-Trujillo, E. (2013). Online drivers of consumer purchase of website airline tickets. Journal of Air Transport Management, 32, 58-64. doi:10.1016/j.jairtraman.2013.06.018.
- Escobar-Rodriguez, T., and Carvajal-Trujillo, E. (2014). Online purchasing tickets for low cost carriers: An application of the unified theory of acceptance and use of technology (UTAUT) model. Tourism Management, 43, 70-88. doi:10.1016/j.tourman.2014.01.017.
- Fernandez-Morales, M., and Menendez-Menendez, M. I. (2016). "When in Rome, use what you've got" : A discussion of female agency through orange is the new black. Television and New Media, 17(6), 534-546. doi:10.1177/1527476416647493.
- Flayelle, M., Maurage, P., and Billieux, J. (2017). Toward a qualitative understanding of binge-watching behaviors: A focus group approach. Journal of Behavioral Addictions, 6(4), 457-471. doi:10.1556/2006.6.2017.060.
- Fornell, C., and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. doi:10.2307/3151312.
- Ganuza, J. J., and Viecens, M. F. (2014). Over-the-top (ott) content: Implications and best response strategies of traditional telecom operators. Evidence from Latin America. Info, 16(5), 59-69. doi:10.1108/info-05-2014-0022.
- Godinho de Matos, M., and Ferreira, P. (2017). Binge yourself out the effect of binge watching on the subscription of video on demand: Results from randomized experiments. Information Systems Research (forthcoming). SSRN Electronic Journal. doi:10.2139/ssrn.3045568.
- Gomez-Uribe, C. A., and Hunt, N. (2015). The Netflix recommender system. ACM Transactions on Management Information Systems, 6(4), 1-19. doi:10.1145/2843948.
- Harvey, S. (2020). Broadcasting in the age of Netflix: When the market is master. In J. Wasko and E. R. Meehan (eds.), A companion to television (pp. 107-128). John Wiley & Sons, Inc.
- Hastings, R. (2020). Netflix in India: The way ahead. Ivey.
- Hays, W. L. (1983). Review of using multivariate statistics. Contemporary Psychology: A Journal of Reviews, 28(8), 642. doi:10.1037/022267.
- Hew, J. J., Lee, V. H., Ooi, K. B., and Wei, J. (2015). What catalyses mobile apps usage intention: An empirical analysis. Industrial Management and Data Systems, 115(7), 1269-1291. doi:10.1108/IMDS-01-2015-0028.
- Hindustan Times. (2019). Sacred games season 2: Here are five biggest questions fans want an answer to, from 'Who is Guruji?' to 'Will there be a war?' Hindustan Times. Retrieved from https://www.hindustantimes.com/tv/sacred-games-season-2-here-are-five-biggest-questions-fans-want-an-answer-to-from-who-is-guruji-to-will-there-be-a-war/story-CPnj2jAAwGcqOiL0GQQPbN.html.
- Hrivnak, J., Bartik, M., Samo, A., Sutiak, V., and Zwick, K. (1977). Aktivity leucylarylamidaz a lyzylarylamidaz (aminopeptidazy b) v krvnom sere a obsah argininu v plazme oviec po aplikacii tetrachlormetanu. Veterinarni Medicina, 22(2), 109-120. doi:10.2307/2065853.
- Hu, L. T., and Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55. doi:10.1080/10705519909540118.
- Jenner, M. (2017). Binge-watching: Video-on-demand, quality TV and mainstreaming fandom. International Journal of Cultural Studies, 20(3), 304-320. doi:10.1177/1367877915606485.
- Kakkar, R., and Kakkar, A. (2018). Factors leading to adoption of Video on Demand (VOD) service: An exploratory study. International Journal of Business and Globalisation, 21(4), 1. doi:10.1504/IJBG.2018.10010250.
- Khechine, H., and Augier, M. (2019). Adoption of a social learning platform in higher education: An extended UTAUT model implementation. Proceedings of the 52nd Hawaii International Conference on System Sciences. doi:10.24251/hicss.2019.008.
- Khechine, H., Raymond, B., and Augier, M. (2020). The adoption of a social learning system: Intrinsic value in the UTAUT model. British Journal of Educational Technology, 51(6), 2306-2325. doi:10.1111/bjet.12905.
- Kim, D. Y., Lehto, X. Y., and Morrison, A. M. (2007). Gender differences in online travel information search: Implications for marketing communications on the internet. Tourism Management, 28(2), 423-433. doi:10.1016/j.tourman.2006.04.001.
- Kim, M. S., Kim, E., Hwang, S. Y., Kim, J., and Kim, S. (2017). Willingness to pay for over-the-top services in China and Korea. Telecommunications Policy, 41(3), 197-207. doi:10.1016/j.telpol.2016.12.011
- Kim, S. S., and Malhotra, N. K. (2005). A longitudinal model of continued IS use: An integrative view of four mechanisms underlying postadoption phenomena. Management Science, 51(5), 741-755. doi:10.1287/mnsc.1040.0326.
- King, D. L., Delfabbro, P. H., Gainsbury, S. M., Dreier, M., Greer, N., and Billieux, J. (2019). Unfair play? Video games as exploitative monetized services: An examination of game patents from a consumer protection perspective. Computers in Human Behavior, 101, 131-143. https://doi.org/10.1016/j.chb.2019.07.017
- Koivisto, J., and Hamari, J. (2014). Demographic differences in perceived benefits from gamification. Computers in Human Behavior, 35, 179-188. doi:10.1016/j.chb.2014.03.007.
- Lee, S., Kim, J., Ko, S., and Kim, H. (2016, August). A security analysis of paid subscription video-on-demand services for online learning. In 2016 International Conference on Software Security and Assurance (ICSSA), IEEE, 43-48.
- Little, L. K. (1968). David Bakan. The duality of human existence. Chicago: Rand McNally. 1966. Norman O. Brown. Love’s body. New York: Random House, 1966. Journal of the History of the Behavioral Sciences, 4(1), 88-90. doi:10.1002/1520-6696(196801)4:1<88::AID-JHBS2300040115>3.0.CO;2-E
- Livemint. (2019, May 4). Airtel's new Thanks plan: Netflix, Amazon Prime membership for free. Retrieved from https://www.livemint.com/companies/news/airtel-s-new-thanks-plan-netflix-amazon-prime-membership-for-free-1556873617688.html.
- Lynott, N. J., and McCandless, P. P. (2000). The impact of age vs. life experience on the gender role attitudes of women in different cohorts. Journal of Women and Aging, 12(1/2), 5-21. doi:10.1300/J074v12n01_02.
- Magaudda, P. (2011). When materiality 'bites back': Digital music consumption practices in the age of dematerialization. Journal of Consumer Culture, 11(1), 15-36. https://doi.org/10.1177/1469540510390499
- Magsamen-Conrad, K., Upadhyaya, S., Joa, C. Y., and Dowd, J. (2015). Bridging the divide: Using UTAUT to predict multigenerational tablet adoption practices. Computers in Human Behavior, 50, 186-196. doi:10.1016/j.chb.2015.03.032.
- Marinkovic, V., Dordevic, A., and Kalinic, Z. (2020). The moderating effects of gender on customer satisfaction and continuance intention in mobile commerce: A UTAUT-based perspective. Technology Analysis and Strategic Management, 32(3), 306-318. doi:10.1080/09537325.2019.1655537.
- Martins, C., Oliveira, T., and Popovic, A. (2014). Understanding the internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application. International Journal of Information Management, 34(1), 1-13. doi:10.1016/j.ijinfomgt.2013.06.002.
- Mathews, S., Bianchi, C., Perks, K. J., Healy, M., and Wickramasekera, R. (2016). Internet marketing capabilities and international market growth. International Business Review, 25(4), 820-830. https://doi.org/10.1016/j.ibusrev.2015.10.007
- Matrix, S. (2014). The Netflix effect: Teens, binge watching, and on-demand digital media trends. Jeunesse: Young People, Texts, Cultures, 6(1), 119-138. doi:10.1353/jeu.2014.0002.
- McKenzie, J., Crosby, P., Cox, J., and Collins, A. (2019). Experimental evidence on demand for "on-demand" entertainment. Journal of Economic Behavior and Organization, 161, 98-113. doi:10.1016/j.jebo.2019.03.017.
- Meyers-Levy, J., and Tybout, A. M. (1989). Schema congruity as a basis for product evaluation. Journal of Consumer Research, 16(1), 39. doi:10.1086/209192.
- Moore, G. C., and Benbasat, I. (1996). Integrating diffusion of innovations and theory of reasoned action models to predict utilization of information technology by end-users. In K. Kautz and J. Pries-Heje (eds.), Diffusion and adoption of information technology (pp. 132-146). Springer. doi:10.1007/978-0-387-34982-4_10.
- Nagle, S., and Schmidt, L. (2012). Computer acceptance of older adults. Work, 41(1), 3541-3548. doi:10.3233/WOR-2012-0633-3541.
- Notani, A. S. (1998). Moderators of perceived behavioral control's predictiveness in the theory of planned behavior: A meta-analysis. Journal of Consumer Psychology, 7(3), 247-271. doi:10.1207/s15327663jcp0703_02.
- Olney, T. J., Holbrook, M. B., and Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, 17(4), 440. doi:10.1086/208569.
- Owusu Kwateng, K., Osei Atiemo, K. A., and Appiah, C. (2019). Acceptance and use of mobile banking: An application of UTAUT2. Journal of Enterprise Information Management, 32(1), 118-151. doi:10.1108/JEIM-03-2018-0055.
- Oyedele, A., and Simpson, P. M. (2018). Streaming apps: What consumers value. Journal of Retailing and Consumer Services, 41, 296-304. doi:10.1016/j.jretconser.2017.04.006.
- Pallister, K. (2019). Netflix nostalgia: Streaming the past on demand. In Netflix Nostalgia. Rowman & Littlefield.
- Pan, S., and Jordan-Marsh, M. (2010). Internet use intention and adoption among Chinese older adults: From the expanded technology acceptance model perspective. Computers in Human Behavior, 26(5), 1111-1119. doi:10.1016/j.chb.2010.03.015.
- Parashar, U. D., Burton, A., Lanata, C., Boschi-Pinto, C., Shibuya, K., Steele, D., … Glass, R. I. (2009). Global mortality associated with rotavirus disease among children in 2004. The Journal of Infectious Diseases, 200(S1), S9-S15. doi:10.1086/605025.
- Parker, C. J., and Wang, H. (2016). Examining hedonic and utilitarian motivations for m-commerce fashion retail app engagement. Journal of Fashion Marketing and Management: An International Journal, 20(4), 487-506. doi:10.1108/JFMM-02-2016-0015.
- Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., and Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903. doi:10.1037/0021-9010.88.5.879.
- Prince, J., and Greenstein, S. (2018). Does original content help streaming services attract more subscribers? Harvard Business Review.
- Roos, J. M., Mela, C. F., and Shachar, R. (2020). The effect of links and excerpts on internet news consumption. Journal of Marketing Research, 57(3), 395-421. https://doi.org/10.1177/0022243720913029
- Sanson, K., and Steirer, G. (2019). Hulu, streaming, and the contemporary television ecosystem. Media, Culture and Society, 41(8), 1210-1227. doi:10.1177/0163443718823144.
- Sapio, B., Turk, T., Cornacchia, M., Papa, F., Nicolo, E., and Livi, S. (2010). Building scenarios of digital television adoption: A pilot study. Technology Analysis and Strategic Management, 22(1), 43-63. doi:10.1080/09537320903438054.
- Scott, C. A. (1976). The effects of trial and incentives on repeat purchase behavior. Journal of Marketing Research, 18, 263-269. doi:10.2307/3150736.
- Shaw, L., and Gillette, F. (2017). Netflix presentes building a world of binge-watchers. Retrieved July 2, 2019 from https://www.bloomberg.com/news/features/2017-01-12/netflix-wants-the-world-to-binge-watch.
- Sheikh, Z., Islam, T., Rana, S., Hameed, Z., and Saeed, U. (2017). Acceptance of social commerce framework in Saudi Arabia. Telematics and Informatics, 34(8), 1693-1708. doi:10.1016/j.tele.2017.08.003.
- Shin, D. H. (2009). Towards an understanding of the consumer acceptance of mobile wallet. Computers in Human Behavior, 25(6), 1343-1354. doi:10.1016/j.chb.2009.06.001.
- Shin, J., Park, Y., and Lee, D. (2016). Strategic management of over-the-top services: Focusing on Korean consumer adoption behavior. Technological Forecasting and Social Change, 112, 329-337. doi:10.1016/j.techfore.2016.08.004.
- Slama, M. E., and Tashchian, A. (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. Journal of Marketing, 49(1), 72-82. doi:10.2307/1251177.
- Suki, N. M., and Ramayah, T. (2010). User acceptance of the e-government services in malaysia: Structural equation modelling approach. Interdisciplinary Journal of Information, Knowledge and Management, 5, 395-413. doi:10.28945/1308.
- Tak, P., and Panwar, S. (2017). Using UTAUT 2 model to predict mobile app based shopping: Evidences from India. Journal of Indian Business Research, 9(3), 248-264. doi:10.1108/JIBR-11-2016-0132.
- Tifferet, S., and Herstein, R. (2012). Gender differences in brand commitment, impulse buying, and hedonic consumption. Journal of Product and Brand Management, 21(3), 176-182. doi:10.1108/10610421211228793.
- To, P. L., Liao, C., and Lin, T. H. (2007). Shopping motivations on internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787. doi:10.1016/j.technovation.2007.01.001.
- Triandis, H. C. (1980). Values, attitudes, and interpersonal behavior. Nebraska Symposium on Motivation. doi:10.1016/S0969-4765(04)00066-9.
- Tryon, C. (2015). TV got better: Netflix's original programming strategies and the on-demand television transition. Media Industries Journal, 2(2), 104-116. doi:10.3998/mij.15031809.0002.206.
- Turk, T., Cornacchia, M., Livi, S., Papa, F., and Sapio, B. (2015). Households technology adoption and use patterns: The case of digital terrestrial television in six Italian regions. Technology Analysis and Strategic Management, 28(1), 40-59. doi:10.1080/09537325.2015.1071788.
- Turner, G. (2019). Television studies, we need to talk about "Binge-Viewing". Television and New Media, 22(3), 1-13. doi:10.1177/1527476419877041.
- Unwin, A. (2013). Discovering statistics using R by Andy Field, Jeremy Miles, Zoe field. International Statistical Review, 81(1), 169-170. doi:10.1111/insr.12011_21.
- Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695. doi:10.2307/25148660.
- Venkatesh, V., and Morris, M. G. (2000). Why don't men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior. MIS Quarterly, 24(1), 115-139. doi:10.2307/3250981.
- Venkatesh, V., Brown, S. A., Maruping, L. M., and Bala, H. (2008). Predicting different conceptualizations of system use: The competing roles of behavioral intention, facilitating conditions, and behavioral expectation. MIS Quarterly, 32(3), 483-502. doi:10.2307/25148853.
- Venkatesh, V., Morris, M. G., Davis, G. B., and Davis, F. D. (2003a). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478. doi:10.2307/30036540.
- Venkatesh, V., Thong, J. Y. L., and Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178. doi:10.1111/j.1365-2729.2006.00163.x.
- Wakefield, R. L., and Whitten, D. (2006). Mobile computing: A user study on hedonic/utilitarian mobile device usage. European Journal of Information Systems, 15(3), 292-300. doi:10.1057/palgrave.ejis.3000619.
- Wang, W. Y., and Lobato, R. (2019). Chinese video streaming services in the context of global platform studies. Chinese Journal of Communication, 12(3), 356-371. doi:10.1080/17544750.2019.1584119.
- Wardle, L. (2019). 25 best TV, movie fan bases: See which is the one fandom to rule them all. Retrieved July 24, 2020 from https://www.pennlive.com/entertainment/2016/12/best_tv_movie_fandoms.html.
- Wayne, M. L. (2018). Netflix, Amazon, and branded television content in subscription video on-demand portals. Media, Culture and Society, 40(5), 725-741. doi:10.1177/0163443717736118.
- Wayne, M. L., and Castro, D. (2020). SVOD global expansion in cross-national comparative perspective: Netflix in Israel and Spain. Television and New Media, 1-18. doi:10.1177/1527476420926496.
- Wolk, A., and Wolk, A. (2015). Over the top: How the internet is (slowly but surely) changing the television industry. Createspace Independent Publishing Platform.
- Wu, D., Hou, Y. T., Zhu, W., Zhang, Y. Q., and Peha, J. M. (2001). Streaming video over the Internet: Approaches and directions. IEEE Transactions on Circuits and Systems for Video Technology, 11(3), 282-300. doi:10.1109/76.911156.
- Wu, M. Y., Yu, P. Y., and Weng, Y. C. (2012). A study on user behavior for i pass by UTAUT: Using taiwan's MRT as an example. Asia Pacific Management Review, 17(1), 91-111. doi:10.6126/APMR.2012.17.1.06.
- Yang, A. S. (2009). Exploring adoption difficulties in mobile banking services. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de l'Administration, 26(2), 136-149. doi:10.1002/cjas.102.
- Yuan, S., Ma, W., Kanthawala, S., and Peng, W. (2015). Keep using my health apps: Discover users' perception of health and fitness apps with the UTAUT2 model. Telemedicine and E-Health, 21(9), 735-741. doi:10.1089/tmj.2014.0148.