AIQS NEWS 85 (CAST)

“I decided to conduct this research because OTT video ser- vices are omnipresent nowadays” Felix Thomas Friederich was the winner of the Pare Gil Award in the Management Category for his work “Explaining Behavioral Intentions by the integration of Customer Brand Engagement, Cognitive Absorption and Perceived Value theories: An application to OTT video services”. An investigation he developed codirected by Dr. Jorge Matute of the Business Management Departament, from IQS School of Management. FELIX THOMAS FRIEDERICH, WINNER OF THE PARE GIL AWARD IN THE MANAGEMENT CATEGORY Felix, what objective did you pursue with your research? Felix: The research was about explaining the continuance intention of OTT video services. Our objective was to ellaborate a bit more about Netflix, HBO and Amazon video users, and, especially what factors drive their intention to use those services in the future. From a theoretical perspective, we tried to investigate this behavior by incorporating three different theories that were not applied in this constellation before in this context. Let’s talk then about this three theories? Felix: The theories are Perceived Value, Customer Brand Engagement and Cognitive Absorption. In the end, they all explained why people will use these services in the future. Perceived value was found to be the most important theory. We found that the content and personalizationofOTTvideoplatforms are the most influencing drivers of the perceived value construct for benefits. Regarding sacrifices, the study suggests that an increase in price of the services will lead to less intention to use, also, increasing the technicality of the services is connected to less usage. Consequently, an interesting implication for managers of OTT video platforms is that they should focus a lot on content creation. Moreover, a very important implication is to personalize the services much more. Hence, managers should focus on improve their recommendation systems where content and video types are automatically personalized for the users. Additionally, to provide an excellent user experience and an easy to understand interface. I would say these are more or less the main conclusions of our investigation. Jorge Matute: Yes, additionally, we can say that those services should provide a holistic brand experience to engage more people to use the services in the future. Why did you chose this research topic? Felix: We chose this topic because Netflix, HBO and Amazon Video services are raising day by day. They are omnipresent today. Who has not heard of Game of Thrones or Breaking Bad? On the other hand, this domain was barely researched. To our best knowledge, there was no research available about why people use OTT video services, especially, what will drive users to use them in the future. 14 AIQS News 85