Capturing OTT users in an emerging market: Insights on quality of OTT service and behavioral intentions through extended technology acceptance model

Abstract

The objective of this study is to explore the determinants influencing the intention to use over–the–top (OTT) services among Mongolian users. The research uniquely extends the traditional technology acceptance model (TAM) by incorporating an additional construct—perceived enjoyment. Samples were collected from 677 OTT users in Mongolia using a structured survey. Statistical analyses were conducted to examine the relationships among various constructs such as perceived usefulness (PU), perceived ease of use (PEU), perceived enjoyment (PE), and behavioral intentions. Interestingly, unlike traditional TAM studies, PU did not significantly impact user satisfaction (SAT). Behavioral intentions, including willingness-to-pay (WTP), repurchase intention (RI), and positive recommendation (PR), were positively influenced by user SAT. This study departs from existing TAM–based research by introducing perceived enjoyment as an additional construct and focusing on the Mongolian OTT market—a subject not widely covered in existing literature. Furthermore, it challenges established relationships in the TAM, providing new insights that are specific to the technological and cultural context of Mongolia.