Factors Influencing Switching Intention and Customer Retention of Over-the-Top (OTT) Viewing Behavior in Taiwan: The Push–Pull– Mooring Model

Abstract

The proliferation of over-the-top (OTT) platforms, offering a wide array of on-demand content accessible through the Internet, has reshaped the media landscape and transformed viewing habits. This has led to a decline in traditional cable TV subscriptions and reduced revenue for telecom operators who often bundle TV services with their broadband offerings. The acquisition of customers and retention of existing ones are critical objectives of OTT service providers in Taiwan, and understanding consumer switching behavior can assist them in maintaining their competitiveness. Therefore, the current study applied the push–pull–mooring model to delineate the determinants of users’ switching and retention intention on OTT services. An online survey of 500 individuals was conducted to collect data for this research. This study investigates the factors that affect users who switch or stay in OTT services to gain a specific understanding of how push (service value and customer satisfaction), pull (attractiveness of alternatives and social influence), and mooring (switching costs and habit) effects shape their behavior. Our empirical model provides compelling rationales for understanding the principal antecedents of switching and retention intentions. In addition to push and pull effects, this study also highlights the importance of examining the moderating effects of OTT switching behaviors, such as switching costs and habit experience. Moreover, this study empirically and theoretically extends the understanding of push, pull, and mooring effects on OTT service-switching decisions.