What Motivates Consumers to Continue Using Over-the-top (OTT) Apps? An Interplay of Social Identity and Gratifications

This study adopts a social identity and gratifications perspective in the context of over-the-top (OTT) platforms to examine continuance intention among OTT retail users. This study assesses the influence of brand experiences, brand–lifestyle congruence, OTT platform quality and brand identification on identity-sustaining behaviour and consumer satisfaction. In this cross-sectional survey study, the purposive sampling method was used to collect 401 responses. Structural equation modelling was utilized to analyse data, and mediation was tested using PROCESS Macro. The findings revealed that brand experience has the most potent effect on brand identification, and brand identification mediates the effect among memorable brand experiences, brand–lifestyle congruity, OTT platform quality and identity-sustaining behaviour. This study is the first to explore the behaviour of OTT consumers at the post-adoption stage by integrating the theoretical perspective of social identity and uses and gratification. This study is based on cross-sectional responses obtained in a single country.