More the merrier!! Understanding the effect of available content choices over willingness to pay for over‐the‐top subscriptions
基于选择理论，研究OTT平台上内容选择数量对用户订阅意向的影响，发现内容选择通过提高支付意愿促进订阅，但负面平台评论和推荐会削弱这一效应。
Abstract Around the globe, the trend of cutting cable cords in favor of over‐the‐top media platforms has been rising tremendously. Further, the influx of different content is disrupting media consumption behavior. Underpinning the choice theory, this study investigates the effect of the availability of content choices on over‐the‐top platforms on users' subscription intention. Insights from the triangulation of marketplace evidence and interviews reveal that the availability of content choices leads to the willingness to pay for the content, which further leads to the subscription intention. The conceptual framework suggests that content affinity, reviews, and recommendations play a moderating role in suggested relationships. The three experimental studies validate that the role of content choices on subscription intention is mediated by the higher willingness to pay for the content only in the absence of negative platform‐related reviews and recommendations. Further, this study presents content strategies and suggested matrices for practitioners and paves the way for academicians to explore digital adoptions using choice theory for future research.