Understanding the Role of Time in Content Selection Decisions on OTT Platforms
摘要
The growth of OTT video platforms has simultaneously given rise to various questions related to decision making. While the literature has addressed why consumers use these platforms, the consumer behaviour within these platforms needs to be addressed in detail. Hence, the purpose of this research is to undertake a literature review to identify the factors that affect content selection decisions and categorize them to formulate a conceptual framework. We further extended the conceptual framework by introducing the role of time. The study aims to add to the literature by developing propositions around how time availability shapes the content selection decisions. The research focuses on the need to consider how time influences online consumer behavior.