ROLE OF BIG FIVE PERSONALITY TRAITS IN ACCEPTANCE OF OTT PLATFORMS

Abstract

Over-the-top (OTT) platforms deliver on-demand entertainment over the Internet. The current research combines OTT with the TAM and the Big Five Personality Traits (BFPT). PU and PEOU impact user happiness and behavioural intention (BI), which is influenced by content quality, cost, convenience, and subjective standards. The hypothesized data from 500 participants were analyzed using structural equation modelling (SEM) in a structured survey. The measurement model's good construct validity and internal consistency were validated using confirmatory factor analysis (CFA). The TAM paradigm is supported by the SEM findings, which show that subjective norms, content quality, affordability, and convenience have a considerable impact on PU and PEOU. The results on BFPT were not consistent. The study concludes that the TAM framework effectively explains user acceptance of Over-the-Top (OTT) platforms, where PU and Ease of Use (EOU) are significantly influenced by subjective norms, content quality, affordability, and convenience, although the impact of Behavioural Intention to Perform (BFPT) remains inconsistent.