Understanding the factors influencing the adoption of OTT services

As a new application technology, over-the-top (OTT) service has attracted widespread attention. Understanding the determinants that facilitate viewer adoption is a critical issue for OTT service providers. OTT service is a new technological form that has received scant attention in academia, and thus to fill the gap in the literature this study investigates the critical determinants affecting viewer adoption of such service. First, this study integrates the DeLone and McLean (D&M) model of IS success and the uses and gratifications theory (UGT) as a theoretical framework to develop the relevant determinants. Second, we propose a hybrid method that combines the decision making trial and evaluation laboratory (DEMATEL) with the evaluation based on distance from average solution (EDAS) method. Moreover, we employ DEMATEL to measure the importance of the determinants and rank OTT service suppliers by EDAS. According to the ranking results, we identify the best performance as well as the worst performance among OTT service suppliers. Finally, the conclusion suggests valuable strategies for OTT service providers to spur viewer adoption.