Journal of Retailing and Consumer Services 71 (2023) 103228

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Journal of Retailing and Consumer Services

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Extrinsic and intrinsic motivators for usage continuance of hedonic

mobile apps
Rahul Meena *, Samar Sarabhai
Jaipuria Institute of Management, Jaipur Campus, Rajasthan, India

A R T I C L E I N F O A B S T R A C T

Keywords: This study explores intrinsic (i.e., perceived enjoyment, perceived involvement) and extrinsic motivator (i.e.,
Mobile applications perceived usefulness, convenience, perceived ease of use) for usage continuance of hedonic mobile applications
Intrinsic motivators (apps). Satisfaction serves as an important link between motivators and continued willingness to use, therefore
Extrinsic motivators
its effect was analysed through mediation. Data was collected through an online survey and a total of 720 valid
Continued willingness to use
responses were received. Results showed that intrinsic motivators had a significant effect on continued will­
ingness to use (CWU) and extrinsic motivators on satisfaction for hedonic mobile apps. Extrinsic motivators
strongly mediate the relationship between intrinsic motivators and satisfaction. Factors related to viewing pat­
terns (i.e., viewing frequency, viewing time) and demographic factors (i.e., age, education) moderated re­
lationships in the model. This study provides significant theoretical and practical implications for researchers in
the domain of mobile applications. The study introduces convenience as a determinant of satisfaction and val­
idates the existence of duality for dimensions of motivators.

1. Introduction usefulness, ease of use or convenience are termed utilitarian apps

(Holbrook and Hirschman, 1982; Wakefield and Whitten, 2006). The
As per Statista (2022a,b), app downloads were at 230 billion (2021) usage of apps by the consumer may be related to hedonic and utilitarian
with 3.5 million apps on “Google Play” and 1.64 million on “App Store” values associated with the product (online or physical) (Kronrod et al.,
implying rapid growth in the mobile apps retail market due to growing 2012). Each kind of buying is driven by certain motivations. According
demand (Fang et al., 2019). For the first download, mapping consumer to Ryan and Deci, (2000), activity done for inherent satisfaction
needs and enabling discovery of the right app is taken care of through (intrinsic motivation) or to attain a separate outcome (extrinsic moti­
the categorization of apps in the app stores (Apple, 2022). In these vation) can exist simultaneously. However, marketing related to app
categories, app usage statistics indicate that the top five activities of largely disregard the duality of motivators in consumer behaviour, for
worldwide smartphone users are: “chatting or sending a message” example, shopping app usage will depend on utilitarian needs (intrinsic
(76%), “e-mailing” (71%), “listening to music” (61%), “watching motivators) like pricing and product assortment and not on app atmo­
Videos” (61%), “online banking” (61%) (Statista, 2022a,b). However, in spherics (extrinsic motivators) (Lee and Kim, 2019). This study explores
developing countries “watching videos online” is rated the highest and extrinsic and intrinsic motivators, in duality, for OTT apps from the
“watching movies/series” at 6th rank (Statista, 2022a,b). Apps that perspective of app users having an impact on app satisfaction and
provide this content are generally referred to as over-the-top (OTT) willingness to use. Furthermore, this study explores the role of motiva­
platforms and are synonymous with video-on-demand (VOD) services, tion orientation of app consumers towards OTT apps, as explored by Lee
providing media directly to consumers. and Kim (2019) for shopping apps and Akdim et al. (2022) using app
OTT platforms or apps providing VOD services are hedonic apps as type (utilitarian vs hedonic) as moderator.
they provide “self-fulfilling value” or “entertainment value” leading to Studies have explored hedonic and utilitarian motivation for
enjoyment and involvement (Holbrook and Hirschman, 1982; Mikalef branded mobile apps to understand brand equity (Tran et al., 2021),
et al., 2013), like Amazon Prime, Netflix, YouTube, etc. Apps that pro­ mobile banking apps adoption (Kamdjoug et al., 2021), brand attach­
vide “instrumental value” or are task-oriented and more driven by ment in branded mobile apps (Tran et al., 2020), time urgency on mobile

* Corresponding author.
E-mail addresses: [Link]@[Link] (R. Meena), [Link]@[Link] (S. Sarabhai).

[Link]
Received 10 October 2022; Received in revised form 14 November 2022; Accepted 5 December 2022
Available online 12 December 2022
0969-6989/© 2022 Elsevier Ltd. All rights reserved.
R. Meena and S. Sarabhai Journal of Retailing and Consumer Services 71 (2023) 103228

rewards app (Baek and Yoon, 2020). De Canio et al. (2022) found Table 1
intrinsic app motivators (gamification, enjoyment, attention or Theories of information systems on adoption of technology.
involvement and socialness), via app engagement, influencing intention Models (Theories) Year Variables Authors
to use and buy on mobile shopping apps while exploring the direct and
Theory of Reasoned 1975 Attitude, Subjective Norms, Fishbein &
indirect role of the app experience. Chen et al. (2020) explored the effect Action (TRA) Intention, Behaviour Ajzen (1977)
of intrinsic and extrinsic factors on exercise apps proving satisfaction has Innovation Diffusion 1983 Time, Channel, Rogers &
a strong effect on willingness to use. Extrinsic motivations Comparision Theory Communication, Innovation Williams
for Chinese shoppers (regular and occasional) was explored for attitude and Social System (1983)
Theory of Planned 1985 TRA plus Perceived Ajzen (1985)
to intention path (De Canio et al., 2022). For, hedonic apps (Instagram) Behaviour (TPB) Behavioral Control (PBC)
perceived ease of use (PEU), perceived usefulness (PU), perceived Social Cognitive 1986 Behavioural Factors, Personal Bandura
pleasure and social identity had a strong influence on intention to use Theory (SGT) (Cognitive) Factors (1986)
(Nedra et al., 2019). However, studies exploring willingness to use a Technology 1989 TRA plus Perceived Ease of Davis (1989)
Acceptance Model Use (PEoU), Perceived
hedonic app are rare and in their early stage, with little empirical ground
(TAM) Usefulness (PU)
to guide the empirical exploration (Nedra et al., 2019; Akdim et al., Motivational Model 1992 Extrinsic (like PU and PEoU) Davis et al.
2022). Furthermore, developing a further understanding of motivation and Intrinsic motivators (like (1992)
factors (intrinsic & extrinsic) towards app type is warranted (Akdim fun, and enjoyment)
et al., 2022). Through this study, we add to the literature on hedonic Extended TAM 2000 Social Influence, Cognitive Venkatesh &
factors plus TAM Davis (2000)
mobile app consumer behaviour and understand the dimensions of Unified Theory of 2003 Performance Expectancy, Venkatesh
motivation playing a significant role in app usage. Acceptance and Use Effort Expectancy, Social et al. (2003)
This study is one of the first to incorporate and evaluate convenience, of Technology Influence, Facilitating
as identified by (Nagaraj et al. (2021), as a determinant of “satisfaction” (UTAUT) Condition
UTAUT-2 2012 UTAUT plus hedonic Venkatesh
leading to “willingness to use” in hedonic app literature. It is also one of
motivation, habit, price value et al. (2012)
the first to take viewing factors (time and frequency) as a moderator for UTAUT-3 2017 UTAUT-2 plus Personal Farooq et al.
understanding its effect on hedonic app usage, as suggested by (Akdim Innovativeness (2017)
et al., 2022). It also addresses the several limitations mentioned in the Meta - UTAUT 2019 UTAUT but with the revised Dwivedi et al.
literature related to mobile apps. Firstly, through the incorporation of relationship of Attitude (2020)

involvement, enjoyment, and convenience, in addition to PEU and PU

(Nedra et al., 2019). Secondly, understanding demographic differences research community as well by applying established technology adop­
between age, and gender enables OTT mobile app marketers to convert tion theories (Table 1) in various contexts.
target consumers into app users (Lee and Kim, 2019). Marketers need to Post-adoption or continuance usage is the need of the hour, as most
understand these drivers of motivation in order not only to get newer consumers are now well past the adoption state of technology (mobile or
customers but also to ensure the continuance of existing customers. The mobile apps) (Nedra et al., 2019). Customer satisfaction and engage­
results of this study will help in further understanding mobile app ment to make him/her continuously use the company app over other
consumer behaviour towards hedonic apps driving engagement, reten­ competitors should be the key goal of popular brands (Akdim et al.,
tion, conversion, and brand value and creating an edge in the retail app 2022). McLean et al. (2020) conducted a study of the same set of con­
market. sumers over 12 months to examine attitudes from the initial adoption
phase to the usage phase. Attitude and behavioural intent are examined
2. Theoretical background and hypothesis in almost all studies by exploring a combination of antecedents but the
motivation to continuously use apps is still to be explored in detail (Lee
An increasing body of previous research has examined variables that and Kim, 2019).
influence information system acceptance or rejection for individuals Convenience plays an important part if you consider any product
(See Table 1). These theories or models focused on understanding, that is for on-the-go consumption and mobile devices provided the same
predicting, or explaining the adoption of technology at an individual to consumers (Groβ, 2016; Ozturk et al., 2016). It may be influenced by
(organizational level). The majority of information system models or spatial convenience, ease of use convenience, need convenience, time
theories focus on cognitive factors except for the motivation model convenience, etc. Similarly establishing uniqueness in competition for
exploring both intrinsic and extrinsic motivators for technology accep­ continuous usage enjoyment is also an important factor to be consid­
tance. Exploring motivation for individuals rather than at the organi­ ered. Enjoyment in apps is created through various modes like new
zational level for the usage of technology has always been of interest to content or a new feature, rewards, gamification, and regular updates (De
companies, academicians, and individuals (see Table 2). Canio et al., 2022). Our research tries to identify the linkage between
intrinsic and extrinsic motivation factors leading to satisfaction with
2.1. Mobile apps using an app that enhances the intention of continuance usage. Both of
these exist at the same time for app users but the components change
The introduction of 3G networks, the adoption of smartphones, and based on app type (utilitarian or hedonic) (Akdim et al., 2022).
the penetration rate increasing at a fast pace are some of the contrib­
uting factors to the rise of the mobile app business. A software appli­
cation (App) developed for handheld or small electronic devices like 2.2. Motivation (intrinsic and extrinsic)
smartphones, and tablets which can be used for buying, information
searching, organizing your day-to-day record, and any other activity Motivation explains why individuals progress in various stages of
relevant to the user can be said a Mobile App. In effect technology behaviour forced by their mental states (Wasserman and Wasserman,
development in the mobile app, the area has provided a new channel for 2020). Broadly motivation can be classified into two verticals, Intrinsic
companies to connect to customers through targeted customized solu­ and Extrinsic, driving an individual (organization) to either perform,
tions. This approach is preferred as calculated analytic decisions and use, or reuse a product or service (Deci, 1975; Vallerand, 1997).
communication for a product can benefit in retaining the old customer Extrinsic motivation drives behaviour towards a specific purpose or aim
and acquiring new clients for the company, increasing awareness of the and intrinsic motivation relates to perceived satisfaction from per­
product and resulting in incremental sales (Zhou, 2014). The area of forming that behaviour (Venkatesh, 2000). Understanding types of
mobile and mobile apps has been receiving a lot of attention from the motivation for technology usage can help in designing and evaluating

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R. Meena and S. Sarabhai Journal of Retailing and Consumer Services 71 (2023) 103228

Table 2
Studies on various Mobile Apps category.
Context Year Title Author Journal

Mobile Reward Apps 2020 Looking forward, looking back: The impact of goal progress and time urgency Baek & Yoon Journal of Retailing and
on consumer responses to mobile reward apps. Consumer Services
Hedonic networks 2019 Determinants of customer intention to use hedonic networks: The case of Nedra, Hadhri, & Mezrani Journal of Retailing and
(Instagram) Instagram Consumer Services
Mobile app 2018 Consumer need for mobile app atmospherics and its relationships to shopper Lee & Kim Journal of Retailing and
atmospherics responses. Consumer Services
Online Food 2018 Technology at the dinner table: Ordering food online through mobile apps Kapoor, A. P., & Vij, M. Journal of Retailing and
Aggregator Apps Consumer Services
Location-Based Apps 2020 Exploring the determinants of usage continuance willingness for location-based Chen, C.-C., Hsiao, K.-L., & Li, Journal of Retailing and
apps: A case study of bicycle-based exercise apps W.-C. Consumer Services
Branded Apps in 2021 Are men from Mars, and women from Venus? Examining gender differences Lim, X.-J., Cheah, J.-H., Ng, S. Journal of Retailing and
Mobile Commerce towards continuous use intention of branded apps I., Kamal Basha, N., & Liu, Y. Consumer Services
Online Taxi 2020 Ride-hailing apps’ continuance intention among different consumer groups in Fauzi, A. A., & Sheng, M. L Asia Pacific Journal of
Aggregator Apps Indonesia: the role of personal innovativeness and perceived utilitarian and Marketing and Logistics
hedonic value
Health and Fitness 2020 Understanding sustained usage of health and fitness apps: Incorporating the Cho, H., Chi, C., & Chiu, W. Technology in Society
Apps technology acceptance model with the investment model
Mobile Payment Apps 2019 An integrated framework for the adoption and continuance intention to use Humbani, M., & Wiese, M. International Journal of
mobile payment apps Bank Marketing

products for continued usage. Davis (1985) stated user motivation to use to engagement, which is more psychological and behavioural, as it can
an information system derived from perceived usefulness (PU) and influence customer behaviour towards a product or service (Richins and
perceived ease of use (PEoU) which were extrinsic motivators indicated Bloch, 1986; Parihar et al., 2018). The relationship between engagement
in the Technology Acceptance Model (TAM). The inclusion of intrinsic and involvement has been studied for health apps (Flaherty et al., 2021),
motivators, as an adjustment to TAM, was done by Venkatesh (2000) by branded apps (Stocchi et al., 2018), and AR apps (Arghashi and Yuksel,
including computer playfulness and perceived enjoyment in TAM3. 2022).
Though (Venkatesh, 2000) proposed that intrinsic motivators will lead Extended versions of TAM (Venkatesh and Bala, 2008) and UTAUT
to perceived ease of use as it was coordinated with motivational models (Venkatesh et al., 2012) suggest enjoyment be an Intrinsic Motivator for
but could be vice versa as well. In contrast to any performance impli­ the adoption of technology. Switching between alternate means of
cations brought on by system use, perceived enjoyment is defined as the shopping can happen due to the non-experience of intrinsic motivators
degree to which the action of utilizing a certain system is judged to be like enjoyment (Martin et al., 2015). Utilitarian factors influence the
joyful. The influence of generic computer playfulness as a factor of adoption of mobile apps, but hedonic factors lead to them being suc­
perceived ease of use of the target system is projected to decline with cessful and influence consumer attitudes and satisfaction with them
increased direct experience with the target system, and system-specific (Hsiao et al., 2016). For continuous usage of technology, enjoyment
felt enjoyment is likely to dominate. (Venkatesh, 2000). plays an important role (Shiau and Luo, 2012). However, Hubert, et al.
(2017) found hedonic motivation, as antecedents of PU and PEoU,
2.2.1. Intrinsic motivator (perceived enjoyment, involvement) relationship to mobile commerce usage intention to be insignificant.
Perceived Enjoyment represents a hedonic component reflecting Jebarajakirthy & Shankar (2021) analysed the effect of hedonic values
pleasure derived from the usage of technology (Davis et al., 1992; Davis, on m-banking user intention as user apart from convenience factors
1989). As it was considered to be part of intrinsic motivation by moti­ looks for enjoyment while doing transaction.
vation theorists and studies (Lee et al., 2005; Calder and Staw, 1975;
Scott et al., 1988), it was not considered in TAM (Davis, 1989) but later 2.2.2. Extrinsic motivator (perceived ease of use, convenience, perceived
considered in UTAUT (Venkatesh et al., 2012). Perceived Enjoyment has usefulness)
been recognized as an important hedonic motivator for the usage of new “Ease to use” (EU) is defined through the consumption of finite
technology Internet-based Learning (ILM) (Lee et al., 2005), Twitter resource “effort” (Radner and Rothschild, 1975) moderated by a factor
usage (Agrifoglio et al., 2012), mobile payments (Yuniarta and Purna­ of “ease” towards usage of technology or system or platform (like mobile
mawati, 2021; Koenig-Lewis et al., 2015), with P2P payment system apps) responsible for various activities for the user (Davis, 1989). De­
(Lara-Rubio et al., 2021), AR wearables (Holdack et al., 2020). Experi­ cision choices for users alter based on the effectiveness of the tradeoff
ential value leads to consumer perception of service through interactions between the effort to be employed and task complexity which is also
that may be direct or indirect (at a distance) and hence differ from relevant to the EU (Beach and Mitchell, 1978). EU remained a funda­
utilitarian value (Fiore and Kim, 2007; Kim et al., 2007). To enable both mental construct in evolving Information Technology (IT) literature for
first-time and old consumers to use and reuse applications of payment technology acceptance and usage for the Technology Acceptance Model
simulation need to be provided through offerings that are new or un­ (TAM) (Davis, 1989), TAM2 (Venkatesh and Davis, 2000), Unified
expected (De Kerviler et al., 2016). Theory of Acceptance and Technology (UTAUT) (Venkatesh et al., 2003)
Individual mental processing deriving their level of interest and and UTAUT2 (Venkatesh et al., 2012). Adams et al. (1992) stated
personal relevance for a product or service concerning one’s values, various applications of “ease of use” determinant for evaluating user
goals and self-concept can be defined as involvement (Zaichkowsky, acceptance by system designers, organizations, information system (IS)
1986). Laurent and Kapferer (1985) argued in their research, based on practitioners, and academicians for feedback, pre-sale, and post-sale.
empirically evaluating 14 product categories, that involvement is a Though researchers argued that the models of technology acceptance
multidimensional concept having an impact on the consumer’s purchase proposed, TAM & UTAUT, had their limitations and extended the
decision process. They also argued that all consumers or users should not models with new constructs but EU remained a core construct in all of
be measured at a single involvement level rather it should be measured them.
across customer involvement profiles (across personal interest; sign Convenience though used frequently in marketing conversation but
value; hedonic value like pleasure or enjoyment; importance and risk) finds little mention in marketing literature. If we look closely at what
(Laurent and Kapferer, 1985). Involvement is not behavioural but leads technology involvement has done to consumer products, physical or

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R. Meena and S. Sarabhai Journal of Retailing and Consumer Services 71 (2023) 103228

digital, the priority or focus is on reducing effort and increasing con­ or enjoyment through their content (Kumar Kakar, 2017). Motivation
venience for the consumer’s purchase process. Convenience inception in plays an important role in driving satisfaction and continued willingness
marketing literature is seen in the classification of goods and services to use. This relationship has been examined in social media apps
(Copeland, 1923). Holton (1958) used convenience for defining conve­ (Gadhiya and Panchal, 2021), sports-based applications (apps) (Per­
nience goods that have a minimum tradeoff between price, quality and ez-Aranda et al., 2021), and exercise apps for bicycle users (Chen et al.,
searching cost (having time, money, and effort as a component). The 2020). However, we did not find any further exploration of types of
level of Convenience is defined at behavioural and product attribute motivation (intrinsic and extrinsic) on satisfaction and continued will­
levels and is thus considered an extrinsic motivator (Yale and Venkatesh, ingness to use. We think exploring the dimensions of motivation will add
1986). Brown (1989) suggested five dimensions of convenience: time, richness to the theoretical and practical understanding of the industry as
place, acquisition, use, and execution. mobile applications are used extensively to track customer journeys
Berry et al. (2002) tried to define convenience for consumers ac­ (Lemon and Verhoef, 2016). Previous research is not consistent in
cording to the service they buy or use as service convenience. An effort ascertaining the role of Intrinsic motivators for mobile app initial
to define store convenience was undertaken and stated as a primary adoption and their effect on satisfaction. We move away from this
motivation for internet shopping, and new payment options by Reimers dilemma of initial adoption and focus on the continuous usage intention
(2014). Klaus & Zaichkowsky (2022) analysed the role of artificial in­ of users of mobile apps. To understand the relationship of intrinsic
telligence (AI) in shopping as consumers value convenience, lesser effort motivators with satisfaction finally increasing Willingness to continu­
more is the convenience and the better they perceive the transaction. ance usage for consumers, we hypothesize:
Still, a clear definition of convenience for the general aspect is lacking
H2. Intrinsic motivators positively influence continued willingness to
and researchers have used it in various products and services.
use Hedonic apps

3. Research model and hypothesis H3. Intrinsic motivators positively influence satisfaction for Hedonic
apps
3.1. Impact of intrinsic motivators on extrinsic motivators
H4. Extrinsic motivators positively influence satisfaction for hedonic
Apps
Recently, Klaus & Zaichkowsky (2022), proposed AIDM (AI- Influ­
enced decision-making process) evaluating the high and low involve­ H5. Satisfaction positively influences continued willingness to use
ment of AI (Artificial Intelligence). When a consumer is highly involved hedonic Apps
in a product or service, it reflects how enjoyable the experience is pro­
vided in either purchasing a product or using of service. Involvement
3.3. Mediation between motivation, satisfaction and continued willingness
indirectly appeals to the hedonic attributes of the consumer or user
to use
leading to engagement and the decision-making process of purchasing or
using (Putrevu and Lord, 1994). Bridges and Florsheim (2008), analysed
Berry et al. (2002) conceptualized service convenience dimensions as
that focus of online shopping platforms is to make them enjoyable so
decision, access, transaction, benefit, and post-benefit. Jebarajakirthy &
that a deep sense of involvement can be experienced by a user. Levels of
Shankar (2021) analysed the online convenience dimension (Access,
involvement (high and low) vary for products, consumers, services,
search, evaluation, transaction, benefit, post-benefit) for mobile banking
context, location, situation, and sensory perception (Bell and Marshall,
services as the antecedent to utilitarian and hedonic values. Xu et al.
2003; Mittal, 1989). Due to this, it can be assumed that intrinsic moti­
(2019) study result emphasized convenience has a stronger effect on the
vators have some effect on extrinsic motivators for products designed,
intention to use tourism mobile apps than time-saving and
keeping hedonic motivators around the centre, to make consumers
money-saving perceived advantages. To extend the literature on con­
experience playfulness, and enjoyment. To understand the effect of
venience and extrinsic motivators towards usage intention of mobile
intrinsic motivators on extrinsic motivators, we propose the following
apps we would like to test the relationship between extrinsic motivators
hypothesis:
on satisfaction and compare it with the relationship between intrinsic
H1. Intrinsic motivators (perceived enjoyment and involvement) motivators on satisfaction and continued willingness to use. Also, un­
positively influence Extrinsic motivators (Perceived Ease of Use, Con­ derstand if satisfaction has any effect, either directly or indirectly on
venience, Perceived Usefulness) for Hedonic apps willingness for continuous usage. Thus we hypothesize:
H6a. Extrinsic motivators mediate the relationship between Intrinsic
3.2. Satisfaction and continued willingness to use motivators and Satisfaction for hedonic apps
H6b. Satisfaction mediates the relationship between Intrinsic moti­
Largely mobile apps are free to download and consumer focuses on
vators and Continued Willingness to use hedonic apps
the utility of the app for initial download or adoption. Mulcahy et al.
(2020) investigated the role of involvement between transformative
value and desired outcomes in gaming apps that encourage health and 3.4. Moderation between motivation, satisfaction, and continued
well-being behaviours. Chakraborty & Altekar (2021) studied the role of willingness to use
customer involvement as a moderator and mediator for grocery apps
revealing a positive impact on intention to use. Chakraborty et al. (2022) To further understand the dimensions of motivations and their
studied customer involvement as a successful moderator for consump­ impact on continued willingness to use hedonic apps moderation effect
tion values (functional, conditional, epistemic, and emotional) and the was also considered. Viewing time, Age, Education level and viewing
adoption of mobile apps. In the post-adoption stage of mobile apps, frequency were taken as moderators and their associated impact was
involvement should play a critical role in leading to satisfaction and analysed on the proposed research framework (see Fig. 1). For under­
impacting Willingness to continuance usage. standing the moderating effects, we posit the following hypothesis:
Research has also suggested that there is a positive relationship be­
H7. Extrinsic Motivator and Satisfaction relationship is moderated by
tween pleasure and satisfaction (Miniero et al., 2014), Also, an attitude
(a) viewing Frequency, (b) age, (c) viewing time, and (d) education level
which influences behavioural intention is shaped by pleasure (Hall et al.,
2017) and has a positive relationship with continued willingness to use H8. Intrinsic Motivator and satisfaction relationship is moderated by
(Yang et al., 2020). Hedonic apps are majorly driven to provide pleasure (a) viewing Frequency, (b) age, (c) viewing time, and (d) education level

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R. Meena and S. Sarabhai Journal of Retailing and Consumer Services 71 (2023) 103228

Fig. 1. Research Model

Path Analysis result for the research model (note: *p < 0.05, **p < 0.01, ***p < 0.001).

H9. Intrinsic motivators and CWU relationship is moderated by (a) running graduate and post-graduate programs after asking the primary
viewing Frequency, (b) age, (c) viewing time, and (d) education level question “Do you have any OTT app that you have used for more than 2
months” in a face-to-face mode. Ten students volunteered for data
H10. Intrinsic and Extrinsic motivators relationship is moderated by
collection from the affiliated campus in return for extra credit.
(a) viewing Frequency, (b) age, (c) viewing time, and (d) education level
Pretest and Pilot testing was conducted on the study’s instruments.
As satisfaction is validated as a strong determinant of continued
Two marketing academics and two business experts conducted a pretest
willingness to use concerning dimensions of motivators (Chen et al.,
to assess the suitability, relevance, and representativeness of the topic of
2020) and mobile apps (Akdim et al., 2022; Chen et al., 2020). We
video-on-demand mobile apps. The questions’ content was left the same,
believe that there will be minimum or no moderating effect on the
but minor semantic adjustments were made in response to their feed­
relationship of satisfaction – CWU. Thus, we do not try to further explore
back. After this, a pilot study of VoD Mobile Apps was conducted with 30
it through these moderation parameters.
users and based on their responses minor changes were done. Using the
set of final questions in the questionnaire, data were collected over four
4. Methodology
months from March to June 2022. For the collection of data a total of
735 responses were gathered, of which 720 were used for data analysis
4.1. Data collection and sample
after 15 incomplete responses were eliminated. 720 samples are deemed
to be sufficient, meeting the minimal sample size criteria for post-hoc
This study was carried out in India utilizing a self-administered
analysis (Hair, 2009; Hair et al., 2021). Data collected are reflected in
survey, and SPSS 22.0 and AMOS statistical tools were used to analyze
Table 3, which summarizes the demographic of the sample.
the data. The study’s target audience consisted of people who had used
OTT (Video-on-Demand) mobile apps for longer than two months. After
China, India has the second-largest number of internet users worldwide 4.2. Moderation variable (s)
(Worldpopulationreview, 2022). and a penetration rate of 8 per cent
vis-a-vis 18.9 per cent of Video Streaming (SVoD) (Statista, 2022a,b) According to the report of KPMG, time spent on average for a single
suggests potential future growth of VoD (OTT) Mobile apps. Data was session is 40 min with an access frequency of 12.5 times per week
collected through an online questionnaire through google forms. amounts to 8.2 h of usage per week for Indian OTT consumers (KPMG,
“Shuffle question order” was turned on to enable the randomization of 2019). Furthermore, to capture the preferred time slots for watching
questions in the google form. Respondents were selected through a OTT content, 5-time slots were reviewed (7 a.m.–10 a.m., 10 a.m. to 6 p.
simple random sampling method with specific criteria of being a user of m., 6 p.m.–8 p.m., and 11 p.m. to 7 a.m.) across professions (KPMG,
the OTT Mobile app for more than 2 months. To avoid repetition 2019). The highest viewing time was observed during the 8 p.m.–11 p.
tracking of email ids was enabled for confirming user identities. Link for m. slot and the lowest during 7 a.m.–10 a.m. Time duration of 7 a.m. to 6
the forms was floated to respondents from colleges and universities p.m. contributed 30–40 per cent and 6 p.m. to 7 a.m. contributed 60–70
per cent (KPMG, 2019). Also, the age group of 24 and above were

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Table 3 complicated models. As recommended and suggested in the literature

Profile of Respondents. for this situation CB-SEM is the appropriate statistical method for this
Measure Items Frequency % study (Rigdon et al., 2017; Sarstedt et al., 2016; Hair et al., 2021).
Gender Male 374 51.94
Female 346 48.06 5. Analysis and results
Age (Years) Below 25 years 587 80.14%
Above 25 years 143 19.86% 5.1. Testing of measurement model
Education Graduate and below 146 20.28%
Above graduate 574 79.73%
Usage Frequency of OTT App <30 min 112 15.56%
The scale adopted for measuring variables was divided into two, first
30–59 min 130 18.06% was categorical data collected for demographics and a 7-point Likert
1–2 h 234 32.50% scale for measuring the other variables. The 7-point Likert scale started
2–3 h 70 9.72% from 1(Strongly Disagree) to 7(Strongly Agree) and to modify the am­
3–4 h 112 15.56%
biguity pretest and pilot were conducted.
>4 h 62 8.61%
Prefer time of day to use the Before Evening 164 22.78% Confirmatory factor analysis (CFA) was employed in the study to test
OTT App After Evening 329 45.69% the measurement model. Cronbach’s α and Composite reliability (CR)
Any time of the day 227 31.53% were used to examine the reliability and internal consistency of the
when free model measurements of the factor loading. Table 4 includes the results
for the same, along with the sources of the measurement tools. The
comfortable spending money to watch the content, especially in tier 2 factor loading of all dimensions was greater than 0.5 (Fornell and
cities (KPMG, 2019). Larcker, 1981), and Cronbach’s α value for each construct falls above
Through this study, we further wanted to understand the categories 0.7, which is according to acceptable standards suggested by Nunnally
taken in the KPMG report but for youth. The research sample was (1994). The good reliability and stability of each construct in the mea­
divided into gender, age, education, usage frequency, and preferred time surement model are indicated by the composite reliability, which was
of day to understand the moderation effect of each on the model. Usage higher than the threshold of 0.7 set by Fornell and Larcker (1981).
frequency indicating the time user spent in a day on viewing and using To examine convergent validity, three standard model measure­
hedonic apps was captured. Also, to further understand the preference ments, as recommended by Bagozzi and Yi (1988), were examined. The
and impact of usage of apps during time slots in a day, data was collected composite reliability condition is also met because each construct had a
for 3 categories: Before evening (7 a.m.–6 p.m.), after evening (6 p.m.–7 CR greater than 0.7 (Fornell and Larcker, 1981), and the average vari­
a.m.), and any time of day covering “not sure” preference for hedonic ation in each dimension is greater than 0.5. First, all factor loadings were
apps. Furthermore, for respondents of this study, mostly students, reg­ greater than 0.7, which meets the criteria of greater than 0.5 (Hair et al.,
ular college or university time being from 8 to 9 a.m. till 5–6 p.m. cut-off 2006). The measurement model exhibits the necessary convergent val­
period for 24 h in a day was taken as 7 a.m. and 6 p.m. to cover commute idity when the aforementioned three conditions are met.
time as well. This was also in sync with the KPMG report cut-off for A construct’s square root of average variance extraction (AVE)
professionals. Viewing habits have been studied concerning motivation
(Sung et al., 2018) and willingness to subscribe to OTT services (Nagaraj
et al., 2021). Also, Nagaraj et al. (2021) identified demographic factors Table 4
Analysis of construct reliability.
age and education to affect consumer decision-making for OTT services.
Therefore this study evaluated viewing metrics (frequency and time Construct Items Cronbach’s Factor Composite AVE
Loading Reliability
slots) along with demographic factors (age and education) as modera­ α
(FL) (CR)
tors on the proposed model.
Perceived PE1 0.916 .760 0.919 0.694
Enjoyment PE2 .748
4.3. Common method variance (PE) PE3 .853
PE4 .870
PE6 .785
To demonstrate that there is no potential common method bias
Perceived PI1 0.964 .821 0.964 0.841
affecting the results, significant efforts were made. Firstly, the Variance Involvement PI2 .838
inflation factor (VIF) values were between 1.303 and 2.190 less than the (PI) PI3 .834
threshold suggested by Kock and Lynn (2012). Furthermore, the Harman PI4 .830
one-factor test revealed a total of only 37.56% of variance explained by PI5 .809
Perceived Ease PEoU1 0.924 .840 0.924 0.754
the main factor. As the explained variances in each sample and the of Use (PEoU) PEoU2 .754
combined samples were considerably less than 40%, it demonstrates PEoU3 .855
that common method bias is unlikely to affect the results (Fuller et al., PEoU4 .829
2016). Thus, it can be said that there is no potential bias during the Convenience CoV1 0.965 .807 0.965 0.874
(CoV) CoV2 .813
examination of multicollinearity.
CoV3 .823
CoV4 .844
4.4. Statistical approach Perceived PU1 0.864 .709 0.902 0.649
Usefulness PU2 .731
(PU) PU3 .715
A normally distributed sample size of 720 for the analysis of 7 con­ PU4 .739
structs was adequate and the structural model to be tested was limited to PU5 .745
second-order constructs. The main objective was to assess the impact of Satisfaction (SF) SF1 0.942 .750 0.942 0.802
SF2 .747
second-order constructs on already established theories and relations
SF3 .764
with an alternate hypothesis. In marketing and consumer behaviour SF4 .758
disciplines, Structural Equation Modelling (SEM) is a widely accepted Continuance CoI1 0.952 .720 0.953 0.835
method for testing and extending hypotheses (Rigdon et al., 2017). In Willingness to CoI2 .817
addition to being able to handle reflecting and formative measurement Use (CWU) CoI3 .820
CoI4 .819
models, SEM is also suited for measuring the route coefficient in

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should have a bigger value for discriminant validity than its correlation be met: an independent variable must directly affect the mediator; the
coefficient with other constructs (Fornell and Larcker, 1981). This cri­ mediator must directly affect the dependent variable; there must be a
terion is met for the measurement model’s constructs, as indicated in significant relationship between the dependent and independent vari­
Table 5. Thus, we can conclude that the measuring model, constructs, ables, and the path from the independent to the dependent variable must
and convergent and discriminant validity all exhibit good reliability. either be insignificant (full mediation) or significantly reduced (partial
Additionally, numerous indicators were used to evaluate the model mediation). All of the parameters were met based on the aforementioned
fitness, which is described in Table 5. The path coefficient and R2 values requirement and the outcomes are displayed in Table 7. The continuous
were assessed, and the structural model showed a satisfactory fit with willingness to use (CWU) and satisfaction variables were significantly
the data (see Table 6). impacted directly by intrinsic motivation (β = 0.662, p = 0.01; β =
0.313, p = 0.001). Significant indirect effects of intrinsic were found on
5.2. Model fit indexes satisfaction and CWU (β = 0.431, p = 0.001; β = 0.119, p = 0.001).
Extrinsic motivators are a partial mediator for the association between
AMOS 26.0 was used to assess the model fitness by examining the intrinsic motivator and satisfaction, whereas satisfaction appeared as a
path coefficient, explained variance and structural model. Multiple fit partial mediator for the relationship between intrinsic motivator and
indicators were observed to test the measurement and structural model. CWU. The outcomes of the mediation analysis and Sobel’s test agreed.
GFI and AGFI were found to be greater than 0.8, IFI, NNFI (TLI), and CFI We also applied bootstrapping to carry out a comprehensive exam­
were greater than 0.9, RMSEA was less than 0.08, and χ2 /df was found ination of the structural covariance model, following Zhao et al. (2010).
less than 3. All the indicators were supported and thus it can be sum­ In a similar vein, we used Brown, (1997) technique to determine direct,
marised that the hypothesized measurement and structural model fit the indirect, and total effects to test for mediation effects (see also (Hapsari
data well. et al., 2017; Rather, 2018; So et al., 2013). Extrinsic motivator shows a
strong mediation effect between intrinsic motivator and satisfaction
(H6.a, β = 0.43) and satisfaction showed a mediation effect between
5.3. Structural model testing results
intrinsic motivator and CWU (H6.b, β = 0.119) as shown in Table 7.
For testing of a structural model in Amos 26 s-order constructs,
intrinsic and extrinsic were imputed as endogenous variables. As shown 5.5. Moderation testing results
in Fig. 1 and previous literature, Intrinsic value was ascertained from
constructs of perceived enjoyment (PE) and perceived involvement (PI). Continuance willingness to use may differ across frequency groups.
While for extrinsic endogenous variables perceived ease of use (PEoU), To understand and analyze this study divided subjects into low (less than
convenience (CV), and Perceived Usefulness (PU) constructs were taken. 2–3 h) and high (more than or equal to 2–3 h) and the results are shown
Analysis of the structural model show Intrinsic motivators to have a in. In the low-frequency group, satisfaction was affected more by
strong positive impact on perceived enjoyment and perceived involve­ extrinsic motivators than intrinsic motivators (see Table 8). Interestingly
ment (β = 0.483, p < 0.001; β = 0.800, p < 0.001). As for extrinsic intrinsic motivators had no significant impact on satisfaction in the high-
motivators, they had a strong positive impact on perceived ease of use, frequency group (see Table 8). Continuance willingness to use (CWU)
convenience, and perceived usefulness (β = 0.547, p < 0.001; β = 0.776, was affected by intrinsic motivator and satisfaction had no impact in low
p < 0.001; β = 0.752, p < 0.001). All 4 hypotheses (H1-H4) are sup­ frequency as well as the high-frequency group (see Table 8). Extrinsic
ported according to the results of the analysis without mediation re­ had a significant impact on intrinsic motivators in both groups (see
ported in Fig. 2. Results show that satisfaction and intrinsic motivation Table 8).
have a strong positive effect on continued willingness to use (CWU) (β = Evaluating the moderation effect by age groups below 25 years of age
0.159, p < 0.001; β = 0.662, p < 0.001), accounting for 61% variance in group had a significant impact on the relationship of satisfaction with
CWU. Intrinsic motivation also had a strong direct effect on extrinsic extrinsic and intrinsic motivators as opposed to those above 25 years age
motivation (β = 0.874, p < 0.001) explaining 76% of the variance. The group (see Table 9). Further, the relation of intrinsic motivators with
same was observed for the effect of extrinsic motivation on satisfaction satisfaction (Sf) and continued willingness to use (CWU) also showed a
which was found positive (β = 0.500, p < 0.001) explaining 62% of the moderate effect in the age group below 25 years (see Table 9). But
variance. satisfaction and CWU did not have any effect due to the age groups (see
Table 9). No moderation effect was witnessed in the age group above 25
5.4. Mediation testing results years for the model (Fig. 1) in any of the variable relationships (see
Table 9).
In this study there was two mediation; Firstly, an intrinsic motivator To understand the effect of the time slot preferred for viewing he­
(independent variable) leads to satisfaction (dependent variable) donic apps and its effect on the model (Fig. 1), data were collected for 3
mediated by an extrinsic motivator and an intrinsic motivator (inde­ categories defined in the data collection section. The group that
pendent variable) leads to continued willingness (continued willing­ preferred to use hedonic apps in the “Before Evening” category had no
ness) mediated by satisfaction. According to (Baron and Kenny, 1986), moderation effect. Categories of “After Evening” and “Any time of day
to examine the possibility of a mediating effect, four requirements must when free” showed a moderate effect on the relationship between

Table 5
Analysis of discriminant validity.
PI PE PU CoV CWU PEoU SF

PI 0.917

PE 0.272*** 0.833
PU 0.508*** 0.351*** 0.805
CoV 0.522*** 0.280*** 0.557*** 0.935
CWU 0.601*** 0.256*** 0.528*** 0.514*** 0.914
PEoU 0.374*** 0.351*** 0.353*** 0.447*** 0.358*** 0.868
SF 0.570*** 0.392*** 0.565*** 0.569*** 0.633*** 0.382*** 0.896

(note: *p < 0.05, **p < 0.01, ***p <0.0001).

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Table 6
Fit indexes for Measurement model.
Fit Indices Recommended Value Measurement Model Structural Model Result Suggested by

χ2 /df <3 2.633 1.891 Support (Hair et al., 2006); Bagozzi and Yi (1988)
RMSEA <0.08 0.048 0.035 Support
GFI >0.8 0.914 0.995 Support
AGFI >0.8 0.892 0.979 Support
IFI >0.9 0.972 0.997 Support
NNFI (TLI) >0.9 0.967 0.991 Support
CFI >0.9 0.972 0.997 Support

Fig. 2. Path Analysis result for the research model (note: *p < 0.05, **p < 0.01, ***p < 0.001)

Table 7
Mediation effects.
Independent Variable Dependent Variable Direct effect Indirect effect Total Effect Mediating Role Sobel test (t-statistics)

H6. a Intrinsic Satisfaction 0.346 0.428 0.774 Partial Mediation 3.72

H6. b Intrinsic Continuance Willingness to use 0.695 0.093 0.788 Partial Mediation 1.59

Table 8
Low and High-frequency group differences.
Hypothesis Low-Frequency Group High-Frequency Group

β P-value Supported (Y/N) β P-value Supported (Y/N)

H7. a Extrinsic - > SF 0.478 ** Y 0.481 * Y

H8. a Intrinsic - > SF 0.361 * Y 0.347 0.185 N
H9. a Intrinsic - > CWU 0.669 *** Y 0.756 *** Y
H10. a Intrinsic - > Extrinsic 0.894 *** Y 0.857 *** Y

(note: *p < 0.05, **p < 0.01, ***p < 0.001).

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Table 9
Age group differences.
Hypothesis Below 25 years Above 25 years

β P-value Supported (Y/N) β P-value Supported (Y/N)

H7. b Extrinsic - > SF 0.361 * Y 0.662 0.106 N

H8. b Intrinsic - > SF 0.480 ** Y 0.114 0.601 N
H9. b Intrinsic - > CWU 0.743 *** Y 0.561 0.209 N
H10. b Intrinsic - > Extrinsic 0.902 *** Y 0.584 0.232 N

(note: *p < 0.05, **p < 0.01, ***p < 0.001).

Table 10
Viewing Time group’s differences.
Hypothesis Before Evening After Evening Any time of day when free

β P-value Support (Y/N) β P-value Support (Y/N) β P - value Support (Y/N)

H7.c Extrinsic - > SF 0.630 0.208 N 0.764 * Y 0.256 0.284 N

H8.c Intrinsic - > SF 0.189 0.555 N 0.087 0.723 N 0.561 * Y
H9.c Intrinsic - > CWU 0.546 0.157 N 0.799 *** Y 0.593 *** Y
H10.c Intrinsic - > Extrinsic 0.761 0.139 N 0.914 *** Y 0.866 *** Y

(note: *p < 0.05, **p < 0.01, ***p < 0.001).

Intrinsic to CWU and extrinsic motivators (see Table 10). The “Any time and “quality” are significant predictors of app consumer behaviour
of day when free” category also confirmed the moderation effect on all (Nagaraj et al., 2021) for hedonic mobile apps. Secondly, intrinsic
relationships leading from intrinsic motivators and no effect on extrinsic (directly) and extrinsic (indirectly) motivators both are drivers of app
motivators’ relation with satisfaction or satisfaction with CWU (see usage for hedonic networks (or hedonic apps). Lastly, these results
Table 10). On the other hand “After Evening” category showed that it validate that the extrinsic and intrinsic motivators, in duality, are sig­
did no moderate relationship between satisfaction and CWU or Intrinsic nificant drivers of satisfaction and CWU for hedonic apps from the
and satisfaction (see Table 10). However, a moderation effect was wit­ perspective of app users.
nessed for the relationship of Intrinsic to extrinsic motivators, extrinsic Interestingly, though the study focussed on hedonic apps providing
motivators to satisfaction and intrinsic to CWU (see Table 10). content inclined toward intrinsic motivators (perceived enjoyment and
The above graduate showed no moderation effect, except on the perceived involvement), satisfaction was more strongly driven by
relationship between Intrinsic to CWU, and intrinsic to extrinsic moti­ extrinsic factors (perceived ease of use, convenience, perceived useful­
vators(see Table 11). While the “graduate and below” category showed a ness). As already established in the literature satisfaction is a major
significant moderation effect on all relationships except satisfaction with driver for continued willingness to use (Akdim et al., 2022; Chen et al.,
CWU (see Table 11). Table 12 shows the summary of all hypothesis, 2020). Also, intrinsic factors have a significant effect on extrinsic factors
mediation and moderation results. as well. Neither intrinsic nor extrinsic can be individually responsible for
driving satisfaction, both are essential for app user satisfaction. This
6. Conclusion and contributions study validates that even for the app having a hedonic orientation for
app users, extrinsic motivators like PEU, PU and convenience are the
Results of the study validate the overall relationship between moti­ major drivers of satisfaction rather than intrinsic motivators (PE and PI).
vation, satisfaction and continued willingness to use (Chen et al., 2020; This result is consistent with studies stating PEU, PU, and PE to be an­
Lemon and Verhoef, 2016) through dimensions of motivation (intrinsic tecedents of post-acceptance satisfaction (Bhattacherjee, 2001), satis­
and extrinsic). In the case of OTT apps intrinsic motivators, as opposed faction towards usage of social mobile apps (Hsiao et al., 2016; Akdim
to satisfaction (Akdim et al., 2022), were found to be the strongest et al., 2022), hedonic network (Nedra et al., 2019), location-based apps
predictor of Continued willingness to use (CWU). However, these results (Chen et al., 2020) and branded mobile apps (Qing and Haiying, 2021).
are consistent with PE having a significant effect on CWU (Akdim et al., However, the impact of extrinsic motivators (PEU, PU, and convenience)
2022; Yoon et al., 2019), only stronger in the case of OTT apps. An app is stronger than expected. This can be because of the inclusion of the
user is more likely to continue using the app if he/she feels that the app additional construct “convenience” forming a part of the extrinsic
can fulfil the basic need of the user or the app can provide expected motivator. Srivastava and Kaul (2014) also suggested “convenience” to
outcomes (intrinsic motivator). In the case of OTT, app contents provide be a significant factor in creating a superior customer experience in the
enjoyment and involvement (intrinsic motivators) becoming the stron­ retail environment. Through this, the study establishes “convenience” as
gest predictor for CWU while extrinsic motivators (PEU, PU, and con­ a driver of satisfaction as well for app usage and validates it to be a
venience) become the strongest predictor of satisfaction. This result significant predictor of app consumer behaviour (Nagaraj et al., 2021).
validates multiple findings in mobile app literature. Firstly “content” Finally, moderation results came out to be very interesting in

Table 11
Education group differences.
Hypothesis Graduate and below Above Graduate

β P-value Supported (Y/N) β P-value Supported (Y/N)

H7. d Extrinsic - > SF 0.451 *** Y 1.117 0.373 N

H8. d Intrinsic - > SF 0.380 * Y (0.297) 0.810 N
H9. d Intrinsic - > CWU 0.646 *** Y 0.773 *** Y
H10. d Intrinsic - > Extrinsic 0.841 *** Y 0.969 *** Y

(note: *p < 0.05, **p < 0.01, ***p < 0.001).

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Table 12
Summary of results of moderation.
Hypothesis Accepted (Y/N) Intrinsic - > Extrinsic Intrinsic - > CWU Intrinsic - > Satisfaction Extrinsic - > Satisfaction

Yes (H1) Yes (H2) Yes (H3) Yes (H4)

Moderation Usage Frequency Low Frequency Yes (H10. a) Yes (H9. a) Yes (H8. a) Yes (H7. a)
High Frequency Yes (H10. a) Yes (H9. a) No (H8. a) Yes (H7. a)
Age Group Below 25 years Yes (H10. b) Yes (H9. b) Yes (H8. b) Yes (H7. b)
Above 25 years No (H10. b) No (H9. b) No (H8. b) No (H7. b)
Viewing Time Before Evening No (H10. c) No (H9. c) No (H8. c) No (H7. c)
After Evening Yes (H10. c) Yes (H9. c) No (H8. c) Yes (H7. c)
Any time of day when free Yes (H10. c) Yes (H9. c) Yes (H8. c) No (H7. c)
Education Graduate and below Yes (H10. d) Yes (H9. d) Yes (H8. d) Yes (H7. d)
Above Graduate Yes (H10. d) Yes (H9. d) No (H8. d) No (H7. d)

understanding their effects on the variables and the relationship be­ marketers.
tween them. Moderating effects were observed to be high for the rela­ Firstly, the results showed for hedonic apps continued willingness to
tionship between intrinsic and extrinsic motivators with satisfaction. use is driven more by intrinsic motivators. Also, extrinsic motivators
With an increase in age, satisfaction was more driven by extrinsic than (ease of use, usefulness and convenience), though significant de­
intrinsic motivators. Furthermore, the effect of intrinsic factors on terminants of satisfaction, take priority only when intrinsic motivators
extrinsic motivators reduced significantly with age. With age, intrinsic (enjoyment and involvement) are achieved. Firms and developers
and extrinsic motivators equally impacted willingness to use OTT (he­ should try to achieve a balance between both motivators to achieve
donic) apps. Interestingly, with rising education, all other factors except satisfaction and continued usage. For example, categorization of content
intrinsic reduced drastically and did not affect CWU. Moreover, they into genre, interest, previous history, languages, and country of origin
were the major driver of extrinsic motivators. Through the demographic can direct to fulfilment of perceived usefulness. Organizing these cate­
analysis, the study found that education and age were moderating the gories effectively for users to have the perception of ease of use through
relationship of proposed factors strongly, but each displayed different visibility of options can handle perceived ease of use and convenience.
outputs warranting further study. The same was observed in the viewing However, this will be only effective when intrinsic factors of enjoyment
factors (time slots and frequency) as moderators for the proposed model. and involvement are addressed. Like providing content based on app
This study has significant theoretical contributions to the general body users viewing, without the interference of push strategies for compelled
of knowledge of OTT mobile apps (providing VOD content), primarily content viewing. Intrinsic strategies can then be applied to provide an
hedonic ones like Netflix, Amazon prime, Hotstar etc. This study also enriching customer experience and reduce switching behaviour. With
adds and extends over the model proposed by Akdim et al. (2022) for the over 30 plus players in the OTT industry, and an average session of 45
analysis of social mobile apps using the utilitarian–hedonic approach, to min or more consuming, 87% of consumers install and use the app
understand motivational orientation. Akdim et al. (2022) analysed the because of the quality, freshness, and uniqueness of content in devel­
impact of PEU, PU and PE on satisfaction leading to continuous intention oping countries like India (KPMG, 2019). Therefore, prioritizing content
to use and suggested that motivational orientation plays a vital role in and user motivators are of significant importance.
app satisfaction. Taking the case of OTT apps (hedonic) we have ana­ Secondly, based on moderating results of demographics (age and
lysed intrinsic motivators (PE and PI) and extrinsic motivators (PEU, PU, education) as well as results stated previously, segmentation and tar­
and convenience) as second-order constructs. Also, this study shows geting of app users becomes critical. With increasing age, users become
which of these motivators impact more on satisfaction and whether the more balanced and have a “value for money” approach (Akdim et al.,
intrinsic motivators have a direct significant impact on continued will­ 2022). This user base is also less prone to switching between platforms
ingness to use hedonic apps (OTT apps). Through the moderation result, with rising age and education, as reported by (KPMG, 2019) in their
it was validated that demographic factors age and education both are study of Indian OTT app users. Firms and marketers should target this
significant moderators for hedonic app willingness to use. consumer base and focus on converting them into loyal users. This can
In the current scenario, apps are studied from multiple perspectives be accomplished through the customization of content for each user,
to understand the customer journey and their drivers. Recently Stocchi based on viewing patterns and demographics. This is already done for
et al. (2021) paper presented compiled research on mobile apps stating popular OTT platforms of Amazon prime (by creating different user
three stages of adoption (pre-adoption, adoption, and post-adoption) profiles), Netflix (who is watching section), etc. However, this strategy is
similar to the three stages of purchase (pre-purchase, purchase, largely ignored by other platforms and this can be witnessed through
post-purchase) (Lemon and Verhoef, 2016). He also emphasized the output variables of subscription revenues, customer preference, brand
importance of research on mobile apps and requested further explora­ image, brand equity and other parameters.
tion in this space. Through this study, we try to contribute to under­ Viewing pattern analysis of time and frequency generated insights
standing different dimensions of motivation for mobile applications helping app makers to devise strategic and marketing plans. The least
(apps) literature. This study has multifold theoretical contributions to preferred slot for viewing content is before the evening. This can be
the literature on mobile app consumer behaviour, mobile app service because of the non-availability of time for enjoyment due to regular day-
and the retail environment i.e. app atmospherics with different di­ to-day activities. Marketers should focus on strategising time slots after
mensions of motivation and moderating variables. evening, where maximum moderation turned out to be positive across
demographics. Frequency of usage was a critical moderating factor and
7. Managerial implications should be focussed upon. In both low and high-frequency usage
moderation was observed across variables. This indicate that, if a thor­
More than what content to offer, which is important as the market of ough understanding of consumer groups based on usage frequency is
feeling is concerned, the App market should first carefully choose its ascertained by a firm or business, it can be highly advantageous for them
segments, both demographically and behaviorally. The product making to counter competition as well as customer acquisition and retention
should be craftily designed to create a fitment between the market, the through app atmospherics and customer preferences.
content, and the technology department. This study of hedonic apps
provides useful insights for practitioners, firms, developers and

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