<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2528-7907</journal-id>
<journal-title><![CDATA[Revista San Gregorio]]></journal-title>
<abbrev-journal-title><![CDATA[Revista San Gregorio]]></abbrev-journal-title>
<issn>2528-7907</issn>
<publisher>
<publisher-name><![CDATA[Universidad San Gregorio de Portoviejo ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2528-79072024000400040</article-id>
<article-id pub-id-type="doi">10.36097/rsan.v1i60.3235</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Factors affecting purchase intention of Over-the-top Platforms]]></article-title>
<article-title xml:lang="es"><![CDATA[Factores que afectan la intención de compra de las plataformas de transmisión directa]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Abbas.]]></surname>
<given-names><![CDATA[Syed Ali]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rehman.]]></surname>
<given-names><![CDATA[Nabeel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Beaconhouse National University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Pakistan</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Superior University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Pakistan</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>02</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>02</month>
<year>2024</year>
</pub-date>
<volume>1</volume>
<numero>60</numero>
<fpage>40</fpage>
<lpage>51</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2528-79072024000400040&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2528-79072024000400040&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2528-79072024000400040&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract While the convergence of industries is evident in many fields, online streaming is a phenomenon to research. Therefore, this study investigates factors affecting consumer purchase behavior for over-the-top (OTT) platform subscriptions. A quantitative study with a cross-section design is followed, whereas factor analysis for reliability and Partial Least Square Structural Equation Modelling has been applied for hypothesis testing. Results depict the positive impact of celebrity movies/ shows, the ratio of new releases, and the moderate positive effect of price on consumer purchase intention, whereas content quality acts as a positive moderator. The study with variables such as Celebrity Branding, Price, and New Releases in the context of OTT platforms in academic research is a rare practice. Practically, the results can benefit OTT platforms for enhancing user experience and understanding customer demand. It further opens horizons for practitioners to align academic research with the OTT streaming industry. Sample regions encompass demographics where OTT is still uncommon to the majority. Also, OTT platforms may offer a wide array of factors that lack the existence of statistical variables to be incorporated into academic research.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Si bien la convergencia de las industrias es evidente en muchos campos, la transmisión en línea es un fenómeno para investigar. Por lo tanto, este estudio investiga los factores que afectan el comportamiento de compra del consumidor para las suscripciones a plataformas de transmisión directa (OTT). Se sigue un estudio cuantitativo con un diseño de sección transversal, mientras que el análisis factorial para la confiabilidad y el modelo de ecuaciones estructurales de mínimos cuadrados parciales se han aplicado para probar hipótesis. Los resultados muestran el impacto positivo de las películas/programas de celebridades, la proporción de nuevos lanzamientos y el efecto positivo moderado del precio en la intención de compra del consumidor, mientras que la calidad del contenido actúa como un moderador positivo. El estudio con variables como la marca de la celebridad, el precio y los nuevos lanzamientos en el contexto de las plataformas OTT en la investigación académica es una práctica poco común. En la práctica, los resultados pueden beneficiar a las plataformas OTT para mejorar la experiencia del usuario y comprender la demanda de los clientes. Abre aún más horizontes para que los profesionales alineen la investigación académica con la industria del streaming OTT. Las regiones de muestra abarcan grupos demográficos en los que el OTT aún es poco común para la mayoría. Además, las plataformas OTT pueden ofrecer una amplia gama de factores que carecen de la existencia de variables estadísticas para ser incorporadas a la investigación académica.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Over-the-top Platform]]></kwd>
<kwd lng="en"><![CDATA[Netflix]]></kwd>
<kwd lng="en"><![CDATA[purchase intention]]></kwd>
<kwd lng="en"><![CDATA[content creation]]></kwd>
<kwd lng="en"><![CDATA[price]]></kwd>
<kwd lng="en"><![CDATA[celebrity brand.]]></kwd>
<kwd lng="es"><![CDATA[Plataformas de transmisión directa]]></kwd>
<kwd lng="es"><![CDATA[Netflix]]></kwd>
<kwd lng="es"><![CDATA[intención de compra]]></kwd>
<kwd lng="es"><![CDATA[creación de contenido]]></kwd>
<kwd lng="es"><![CDATA[precio]]></kwd>
<kwd lng="es"><![CDATA[marca de celebridad]]></kwd>
</kwd-group>
</article-meta>
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