Abstract
This study examines how the 7Ps of the marketing mix influence OTT subscription behaviour directly or through AIDA (Attention, Interest, Desire, Action). A survey of 507 Indian OTT users captured all seven mix elements—product, price, place, promotion, people, process, and physical evidence—alongside AIDA and purchase decisions. Using partial least squares structural equation modeling (PLS-SEM) with 5,000 bootstrap samples, the model was validated through PLSpredict (10-fold, 10-repetition). A formative 7P specification and an extended MAP-T model were tested by adding checkout triggers such as content type, payment convenience, streamlined purchase, standardized invoicing, and festival timing. Results show a strong effect of Marketing Mix on AIDA (β = 0.490) and of AIDA on Purchase (β = 0.423), explaining R² = 0.509 and R² = 0.601 respectively. The indirect effect of 7Ps on Purchase (0.207; p < .001) exceeded direct paths, confirming AIDA as the key mediator. Triggers added modest but significant effects (e.g., ease of payment β = 0.159; content type β = 0.129) and improved AIDA. Predictive relevance (Q²_predict ≈ 0.50) indicated sound out-of-sample validity. The findings suggest that in price-sensitive markets, raising attention and desire first and then removing payment frictions converts more users. The MAP-T model highlights how tactical checkout cues can reinforce strategic marketing-mix effects and turn routine campaigns into steady subscription growth.
Presenters
Prasenjit ChakrabartyAssistant Professor, School of Management Sciences, Techno Main Salt Lake, Kolkata, West Bengal, India
Details
Presentation Type
Theme
KEYWORDS
AIDA-MODEL, MARKETING-MIX, PURCHASE-DECISION, OTT-SUBSCRIPTION
