The Impact of Perceived Video Characteristics of Video Streaming Platforms on Purchase Intention, the Mediating Role Of Perceived Usefulness: A Case of Cellular Industries in Twin cities of Pakistan

Abstract

Numerous researchers have focused on studying about the video streaming platforms and the role they play in affecting purchase intention of customers. However, there has been very limited research work performed in Pakistan regarding video streaming platforms and their relationship with purchase intention of customers. In this study, the focus has been given to the emerging trends of video streaming platforms and how cellular brands of Pakistan have been using these platforms to improve the awareness of potential and existing customer regarding the products and services they offer eventually resulting in improving their purchase intention. This study is to investigate the impact of perceived video characteristics of video streaming platforms on purchase intention with mediating effect of purchase intention in cellular industry of twin cities in Pakistan. In this study, the prime objective has been to investigate the relationship between perceived video characteristics (independent variable), perceived usefulness (mediator) and perceived usefulness (dependent variable) in cellular industry of twin cities in Pakistan. To prove the relationship between perceived video characteristics, perceived usefulness and purchase intention, a structured questionnaire has been adopted and used to collect data from the customers associated with cellular industry of twin cities in Pakistan. This research study has been a cross-sectional study using quantitative approach because it has been based on primary data. Based on the data collected from the respondents through structured questionnaire, several statistical tests were applied. Results of those statistical tests have clearly indicated that there exists a significant relationship between perceived video characteristics, purchase intention and perceived usefulness. Some statistical instruments such as descriptive frequencies, reliability, correlation, regression, ANOVA, and coefficients were used by the researcher to conduct this study. Based on the findings, it has been proved that perceived video characteristics positively impacts perceived usefulness and purchase intention, perceived usefulness positively impacts purchase intention, and perceived usefulness significantly mediates the relationship between perceived video characteristics and purchase intention in cellular industry of twin cities in Pakistan