Conceptualization and Survey Instrument Development for Over-the-Top Platforms’ Usability
OTT (over-the-top) streaming is a subscription-based video service model that delivers video-on-demand content, films, and series directly to end-users over the Internet, bypassing the need for traditional satellite receiver systems. The most popular OTT service providers include Netflix, Hulu, Amaz...
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| Format: | Article |
| Language: | English |
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MDPI AG
2023-10-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/18/4/89 |
| _version_ | 1797380371751370752 |
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| author | Aycan Pekpazar Muhammed Cagri Coskun Cigdem Altin Gumussoy |
| author_facet | Aycan Pekpazar Muhammed Cagri Coskun Cigdem Altin Gumussoy |
| author_sort | Aycan Pekpazar |
| collection | DOAJ |
| description | OTT (over-the-top) streaming is a subscription-based video service model that delivers video-on-demand content, films, and series directly to end-users over the Internet, bypassing the need for traditional satellite receiver systems. The most popular OTT service providers include Netflix, Hulu, Amazon Prime, and Disney+. During the COVID-19 pandemic, the viewership rates and subscriber numbers for OTT platforms rapidly increased. Like various other products and systems, usability problems can substantially impact user satisfaction, loyalty, and the intention to continue using OTT services. Therefore, this study aimed to conceptualize the usability of OTT platforms and develop an OTT Usability Measurement Scale for the usability evaluation of OTT platforms based on the Apple tvOS Guidelines and the literature. OTT platform usability was conceptualized with nine constructs, including Accessibility and Customization, Account Management, Data Entry and Search, Branding, Privacy, Navigation, Help, Content, and Design, and the concepts were measured with a scale including 48 items. The validity of the developed scale was tested through two separate survey studies conducted with Netflix web application users. The first survey involved 650 participants. At this stage, an exploratory factor analysis was used to evaluate the scale’s measurement properties, and the developed factor structure was confirmed. In the second stage, a survey with 600 participants was conducted, and a confirmatory factor analysis was applied to validate the scale properties. Furthermore, a nomological validation of the developed scale was performed, examining the relationship between the acquired OTT factors and elements such as continued intention to use, satisfaction, and brand loyalty. As a result of the nomological validation, it was observed that the privacy and design factors significantly affected each of the three dependent variables. |
| first_indexed | 2024-03-08T20:37:13Z |
| format | Article |
| id | doaj.art-d4a9bfd70f50429e8c7ed71f60127afb |
| institution | Directory Open Access Journal |
| issn | 0718-1876 |
| language | English |
| last_indexed | 2024-03-08T20:37:13Z |
| publishDate | 2023-10-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj.art-d4a9bfd70f50429e8c7ed71f60127afb2023-12-22T14:20:09ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762023-10-011841764179610.3390/jtaer18040089Conceptualization and Survey Instrument Development for Over-the-Top Platforms’ UsabilityAycan Pekpazar0Muhammed Cagri Coskun1Cigdem Altin Gumussoy2Department of Industrial Engineering, Samsun University, Samsun 55420, TürkiyeDepartment of Industrial Engineering, Istanbul Technical University, Istanbul 34367, TürkiyeDepartment of Industrial Engineering, Istanbul Technical University, Istanbul 34367, TürkiyeOTT (over-the-top) streaming is a subscription-based video service model that delivers video-on-demand content, films, and series directly to end-users over the Internet, bypassing the need for traditional satellite receiver systems. The most popular OTT service providers include Netflix, Hulu, Amazon Prime, and Disney+. During the COVID-19 pandemic, the viewership rates and subscriber numbers for OTT platforms rapidly increased. Like various other products and systems, usability problems can substantially impact user satisfaction, loyalty, and the intention to continue using OTT services. Therefore, this study aimed to conceptualize the usability of OTT platforms and develop an OTT Usability Measurement Scale for the usability evaluation of OTT platforms based on the Apple tvOS Guidelines and the literature. OTT platform usability was conceptualized with nine constructs, including Accessibility and Customization, Account Management, Data Entry and Search, Branding, Privacy, Navigation, Help, Content, and Design, and the concepts were measured with a scale including 48 items. The validity of the developed scale was tested through two separate survey studies conducted with Netflix web application users. The first survey involved 650 participants. At this stage, an exploratory factor analysis was used to evaluate the scale’s measurement properties, and the developed factor structure was confirmed. In the second stage, a survey with 600 participants was conducted, and a confirmatory factor analysis was applied to validate the scale properties. Furthermore, a nomological validation of the developed scale was performed, examining the relationship between the acquired OTT factors and elements such as continued intention to use, satisfaction, and brand loyalty. As a result of the nomological validation, it was observed that the privacy and design factors significantly affected each of the three dependent variables.https://www.mdpi.com/0718-1876/18/4/89OTTTVusabilityconceptualizationsurvey instrument developmentuser experience |
| spellingShingle | Aycan Pekpazar Muhammed Cagri Coskun Cigdem Altin Gumussoy Conceptualization and Survey Instrument Development for Over-the-Top Platforms’ Usability Journal of Theoretical and Applied Electronic Commerce Research OTT TV usability conceptualization survey instrument development user experience |
| title | Conceptualization and Survey Instrument Development for Over-the-Top Platforms’ Usability |
| title_full | Conceptualization and Survey Instrument Development for Over-the-Top Platforms’ Usability |
| title_fullStr | Conceptualization and Survey Instrument Development for Over-the-Top Platforms’ Usability |
| title_full_unstemmed | Conceptualization and Survey Instrument Development for Over-the-Top Platforms’ Usability |
| title_short | Conceptualization and Survey Instrument Development for Over-the-Top Platforms’ Usability |
| title_sort | conceptualization and survey instrument development for over the top platforms usability |
| topic | OTT TV usability conceptualization survey instrument development user experience |
| url | https://www.mdpi.com/0718-1876/18/4/89 |
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