Table A1. Questionnaire Questionnaire...

Table A1.

Questionnaire

	Questionnaire items	Source
Customer engagement – The idea here is to conceptualize consumer engagement as their cognitive, physical and emotional attachments in their relationship with OTT video services provider. The consumer’s active relationship with the service providers differentiates the construct of engagement from consumers involvement
CE 1	I have nostalgic moments when it comes to OTT platforms	Sorenson and Adkins (2014); Husnain and Toor (2017); Agyei et al. (2021)
CE 2	I feel OTT video streaming services brings out the best emotions in me at the comfort of my home/office/place
CE 3	I find the sign-up process easy
CE 4	I review/rate movies/series on OTT platforms if the option is present
CE 5	I have started using any new OTT platforms during lockdown
CE 6	I recommend series/movies from OTT platforms to friends/family
CE 7	I search newly released movies on OTT platforms and try to watch it instead of going to theatres
Facilitating conditions – The availability of technical infrastructure and support for using OTT video streaming services is what defines facilitating conditions. Infrastructure here includes the device that they use to stream videos, internet connectivity, the ease of access to payments, the subscription model and the environment they prefer to use these services
FC 1	I prefer to watch OTT based content on large screens (ex: Desktops, laptops, TVs) than smaller screens like mobiles, tablets	Huang and Kao (2015); Lee et al. (2021); Shah and Mehta (2023)
FC 2	I prefer to watch OTT based entertainment in a cozy and comfortable place
FC 3	I prefer to watch the content at my own pace
FC 4	I have sufficient internet connectivity to the stream the videos
FC 5	I look for flexible pricing model when subscribing to an OTT
FC 6	I look for tier-based subscription models while signing up for OTT video streaming services
FC 7	I prefer to making payment through UPI/cards/net banking
FC 8	I prefer regular lower priced model when opting for OTT
Content availability – The plethora of content offered by the OTT video streaming providers in terms of genre, quality, quantity, language, recommendations which is accessible by a large number of entertainment enthusiasts is called content availability. OTT video streaming platforms usually influence or persuade user intention to buy and use a platform with one strong factor called “originals”. The contents are often exclusive to those who own them. This is a strong influencing factor for consumers to buy a OTT streaming service based on their exclusive videos/movies
CA 1	I prefer to have all my content in one OTT platform	Indrawati and Haryoto (2015); Sundaravel and Elangovan (2020); Hallur et al. (2023)
CA 2	I subscribe to an OTT provider based on the content availability
CA 3	I prefer watching recommended OTT content based on my watch history rather than choosing one myself
CA 4	I prefer OTT because of availability of free content
Social influence – The influence of consumers by their colleagues, friends, family and loved ones which makes them use/consider the use of specific technology. When consumers use OTT platforms they are often motivated and appreciated by the social circle around the consumer
SI 1	I often visit pages of OTT I follow on social media	Bhattacharyya et al. (2022); Gunawan et al. (2022); Sharma et al. (2023)
SI 2	Having common preference of shows in OTT develops social circle by sharing them on social media
SI 3	I am influenced by the post shared by my friends and family on social media
SI 4	Pop-ups and social media advertisements of OTT content persuade my watching behaviour
SI 5	Social media keeps me updated about new TV shows and movie releases and reviews about them
Habit – Habit can be seen as a scale to characterize individuals on how they’ll perform general practices on account of learning. The frequency, number of hours they love streaming, their preference while consuming OTT services like, watching it alone or with friends and family and other practices of consumers that contributes to their willingness to pay
HA 1	I frequently watch series/movies on OTT platforms	Santos and Schlesinger (2021); Verplanken and Orbell (2022); Karunakaran et al. (2023)
HA 2	I at least spend 1–2h watching OTT based content
HA 3	I spend more time selecting the series/movie that I’m about to watch. It feels like a commitment to choose a flick
HA 4	I prefer to binge-watch live videos with your friends
HA 5	I prefer OTT because there are no advertisements
HA 6	I don’t endorse piracy. Hence you prefer watching OTT video streaming services
HA 7	I have waited for movie to release on OTT rather than watching it in theatres
Customer satisfaction – consumer satisfaction is obtained from a comparison of his/her’s direct experience with the OTT video streaming services along with their expectations
CS 1	I’m happy that most of the OTT platforms are user-friendly e.g. (easy to find recommendation, to stream videos)	Kant et al (2017); Ul Haq and Awan (2020); Chakraborty et al. (2023)
CS 2	I’m satisfied with the features of OTT platforms (e.g. offline downloading, multiple users, recommendations)
CS 3	I’m satisfied with the overall experience of consuming multimedia via OTT rather than traditional methods of entertainment. Example: (netflix is more interesting and entertaining than television programs and theatre cinemas)
CS 4	I’m satisfied with the cost which I’m paying for the OTT
Willingness to pay – Most of the OTT video streaming services revolve on the trial first and pay next. The consumers are offered a free trial so that they can get hands-on experience with the product/services. They are given a choice to whether to continue or cancel the subscriptions. The “willingness” here is when consumers decide to subscribe again. When the purchase becomes repetitive the OTT video streaming services are required to improve technology, quality and produce more exclusive content of their own to keep the consumers happy and satisfied
WP 1	I make use of the offers and free trials first while subscribing to an OTT platform	Kim et al. (2017); Chen et al. (2018); Nagaraj et al. (2021)
WP 2	I favour offers that bundle with the telecom industry as a combination of data + OTT subscription. e.g. Disney+ Hotstar, Zee Tamil and Amazon Prime
WP 3	I look for value addition while buying an OTT subscription e.g. offline downloads, personalised recommendations, cross device continuity
WP 4	I’msatisfied with the option of changing my subscription plans
WP 5	Ease of payment through online and customer help

	Questionnaire items	Source
Customer engagement – The idea here is to conceptualize consumer engagement as their cognitive, physical and emotional attachments in their relationship with OTT video services provider. The consumer’s active relationship with the service providers differentiates the construct of engagement from consumers involvement
CE 1	I have nostalgic moments when it comes to OTT platforms	Sorenson and Adkins (2014); Husnain and Toor (2017); Agyei et al. (2021)
CE 2	I feel OTT video streaming services brings out the best emotions in me at the comfort of my home/office/place
CE 3	I find the sign-up process easy
CE 4	I review/rate movies/series on OTT platforms if the option is present
CE 5	I have started using any new OTT platforms during lockdown
CE 6	I recommend series/movies from OTT platforms to friends/family
CE 7	I search newly released movies on OTT platforms and try to watch it instead of going to theatres
Facilitating conditions – The availability of technical infrastructure and support for using OTT video streaming services is what defines facilitating conditions. Infrastructure here includes the device that they use to stream videos, internet connectivity, the ease of access to payments, the subscription model and the environment they prefer to use these services
FC 1	I prefer to watch OTT based content on large screens (ex: Desktops, laptops, TVs) than smaller screens like mobiles, tablets	Huang and Kao (2015); Lee et al. (2021); Shah and Mehta (2023)
FC 2	I prefer to watch OTT based entertainment in a cozy and comfortable place
FC 3	I prefer to watch the content at my own pace
FC 4	I have sufficient internet connectivity to the stream the videos
FC 5	I look for flexible pricing model when subscribing to an OTT
FC 6	I look for tier-based subscription models while signing up for OTT video streaming services
FC 7	I prefer to making payment through UPI/cards/net banking
FC 8	I prefer regular lower priced model when opting for OTT
Content availability – The plethora of content offered by the OTT video streaming providers in terms of genre, quality, quantity, language, recommendations which is accessible by a large number of entertainment enthusiasts is called content availability. OTT video streaming platforms usually influence or persuade user intention to buy and use a platform with one strong factor called “originals”. The contents are often exclusive to those who own them. This is a strong influencing factor for consumers to buy a OTT streaming service based on their exclusive videos/movies
CA 1	I prefer to have all my content in one OTT platform	Indrawati and Haryoto (2015); Sundaravel and Elangovan (2020); Hallur et al. (2023)
CA 2	I subscribe to an OTT provider based on the content availability
CA 3	I prefer watching recommended OTT content based on my watch history rather than choosing one myself
CA 4	I prefer OTT because of availability of free content
Social influence – The influence of consumers by their colleagues, friends, family and loved ones which makes them use/consider the use of specific technology. When consumers use OTT platforms they are often motivated and appreciated by the social circle around the consumer
SI 1	I often visit pages of OTT I follow on social media	Bhattacharyya et al. (2022); Gunawan et al. (2022); Sharma et al. (2023)
SI 2	Having common preference of shows in OTT develops social circle by sharing them on social media
SI 3	I am influenced by the post shared by my friends and family on social media
SI 4	Pop-ups and social media advertisements of OTT content persuade my watching behaviour
SI 5	Social media keeps me updated about new TV shows and movie releases and reviews about them
Habit – Habit can be seen as a scale to characterize individuals on how they’ll perform general practices on account of learning. The frequency, number of hours they love streaming, their preference while consuming OTT services like, watching it alone or with friends and family and other practices of consumers that contributes to their willingness to pay
HA 1	I frequently watch series/movies on OTT platforms	Santos and Schlesinger (2021); Verplanken and Orbell (2022); Karunakaran et al. (2023)
HA 2	I at least spend 1–2h watching OTT based content
HA 3	I spend more time selecting the series/movie that I’m about to watch. It feels like a commitment to choose a flick
HA 4	I prefer to binge-watch live videos with your friends
HA 5	I prefer OTT because there are no advertisements
HA 6	I don’t endorse piracy. Hence you prefer watching OTT video streaming services
HA 7	I have waited for movie to release on OTT rather than watching it in theatres
Customer satisfaction – consumer satisfaction is obtained from a comparison of his/her’s direct experience with the OTT video streaming services along with their expectations
CS 1	I’m happy that most of the OTT platforms are user-friendly e.g. (easy to find recommendation, to stream videos)	Kant et al (2017); Ul Haq and Awan (2020); Chakraborty et al. (2023)
CS 2	I’m satisfied with the features of OTT platforms (e.g. offline downloading, multiple users, recommendations)
CS 3	I’m satisfied with the overall experience of consuming multimedia via OTT rather than traditional methods of entertainment. Example: (netflix is more interesting and entertaining than television programs and theatre cinemas)
CS 4	I’m satisfied with the cost which I’m paying for the OTT
Willingness to pay – Most of the OTT video streaming services revolve on the trial first and pay next. The consumers are offered a free trial so that they can get hands-on experience with the product/services. They are given a choice to whether to continue or cancel the subscriptions. The “willingness” here is when consumers decide to subscribe again. When the purchase becomes repetitive the OTT video streaming services are required to improve technology, quality and produce more exclusive content of their own to keep the consumers happy and satisfied
WP 1	I make use of the offers and free trials first while subscribing to an OTT platform	Kim et al. (2017); Chen et al. (2018); Nagaraj et al. (2021)
WP 2	I favour offers that bundle with the telecom industry as a combination of data + OTT subscription. e.g. Disney+ Hotstar, Zee Tamil and Amazon Prime
WP 3	I look for value addition while buying an OTT subscription e.g. offline downloads, personalised recommendations, cross device continuity
WP 4	I’msatisfied with the option of changing my subscription plans
WP 5	Ease of payment through online and customer help

Source(s): Created by authors

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