Po-Chien Chang, Chen-Chung Chien, Zi-Hao Lin

COVID-19, OTT platform, Movie theater, Push-Pull-Mooring model, Perceived risk, Switching intention

As OTT platforms evolve, consumers are presented with increasingly diverse options for viewing films and TV shows. Historically, theories and research have primarily focused on selecting new technology platforms or transitions between similar platforms, with less emphasis on the shift between physical and online streaming services. Furthermore, the pandemic has led to cinema closures, significantly impacting consumer movie-watching behaviors. In light of this, our study aims to explore the key factors and behaviors influencing consumers’ transition from cinemas to OTT platforms in the post-pandemic era, employing a modified Push-Pull-Mooring model.

The findings show that peer influence, attractiveness of alternatives, perceived risk and content quality are the key factors that drive consumers to switch from watching movies from movie theaters to OTT platforms. In contrast with push variables, pull variables negatively but significantly affect the switching intention. Mooring variables have moderating effects on the relationship between push variable and switching intention.

To sum up, the findings imply that cinema operators should create more attractive activities and offerings to the consumers to raise the barriers to service switch. On the other hand, OTT operators should pay more attention to social activities to create consumer’s dependency on the platform.