Peer Influence and Purchase Intentions for Freemium OTT Platforms: A Student Perspective

Abstract

This study examines the factors influencing students' purchase intention to
upgrade to premium services on freemium OTT platforms, with a focus on
peer influence as a moderator. Using a quantitative approach, data was
collected through an online survey from 308 students. Structural equation
modeling (SEM) was employed to test the hypothesized relationships.
Content variety emerged as the only significant predictor of purchase
intention, suggesting that a diverse content offering strongly drives
students' upgrade decisions. Surprisingly, perceived enjoyment, trust, and
price sensitivity did not show significant direct effects. Peer influence,
while not directly affecting purchase intention, moderates the impact of
content variety, diminishing its positive effect when social influence is
high. It also marginally moderates the effects of price sensitivity and
perceived enjoyment, intensifying their roles. These findings offer valuable
insights into the interplay between content and social factors in shaping
students’ behavior on freemium OTT platforms.