Factors Affecting User’s Satisfaction on OTT Service: From Perspective of Motivation, Value, and Commitment

The COVID-19 pandemic caused significant disruptions to the performing arts and concert industry, leading to the adoption of online performance formats and collaborations with Over-The-Top (OTT) video platforms. This study aimed to investigate how an individual’s motivation and value for watching online performances influence their commitment during watching and, subsequently, how this combined effect of commitment affects satisfaction. The research employed a cross-sectional design and survey questions were based on the Technological Acceptance Model (TAM), Self-Determination Theory (SDT), and the theory of consumption value. The study found that an individual’s motivation and value for watching online performances had a significant positive impact on their commitment during watching, which, in turn, influenced their overall satisfaction with the performance. If performance production strives to provide unique motivations and values, including functional, emotional, epistemic, and social values, the online performance market can continue to thrive post-pandemic lockdown. In this aspect, this study can serve as a catalyst for further investigations into the motivations and individual value when people engage with online performances. Addressing the diversity in individuals and platforms can further enhance the quality of service provided to audiences and customers in the future.