Integration of the S-O-R model and dedication–constraint mechanisms: Over-the-top platform vidio
DOI:
https://doi.org/10.61511/linkage.v3i1.2026.3994Keywords:
content diversity, dedication–constraint mechanisms, learning effort, personalization, resistance to switching, vidioAbstract
Background: The development of digital technology has changed the way people consume entertainment, from traditional television to Over-the-Top (OTT) platforms. As the OTT industry grows, competition among platforms has become more intense, giving users many alternatives and encouraging them to switch between platforms. Therefore, user retention has become a major challenge for OTT platforms, including Vidio. This study aims to analyze the effect of dedication-based factors (personalization and content diversity) and constraint-based factors (investment cost and learning effort) on continuous usage intention through use satisfaction and resistance to switching. Methods: This study uses the Stimulus–Organism–Response (S-O-R) framework integrated with dedication–constraint mechanisms. A quantitative approach was applied through a survey of 213 active Vidio subscribers in Indonesia who had used the platform for at least three months. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings: The Organism block of S-O-R, Resistance to Switching, has a stronger influence on Continuous Usage Intention (with factor loading (β) = 0.560) than Use Satisfaction (0.262). In the other part, the stimulus block of S-O-R, Content Diversity, has a stronger impact on Use Satisfaction (0.427), compared to Personalization with 0.299 β value. On the other side, Learning Effort also gives more impact on Resistance to Switching (0.389) than Investment Cost (0.332). Mediation analysis shows that all indirect effects were significant. Use satisfaction significantly mediated the relationships between personalization and continuous usage intention and between content diversity and continuous usage intention. Resistance to switching also significantly mediated the relationships between investment cost and continuous usage intention and between learning effort and continuous usage intention. Conclusion: One of the strongest reasons why customers tend to continue the usage of Vidio as an OTT platform is their reluctance to put in the learning effort with other platforms. This also makes customers feel resistant to switching to other platforms and have the intention to continue using the Vidio OTT Platform. Novelty/Originality of this article: The research combines the S-O-R and Dedication–Constraint Mechanisms models. Vidio as OTT Platform also plays as unique object from this research.
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