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<p>Drawing on the stimulus–organism–response (SOR) model, theory of consumption values (TCV), and social influence theory, this study investigates how over-the-top (OTT) recommender system features shape customer experiences and consumers’ continued usage intention. Survey data from 505 Taiwanese subscribers were analyzed via SEM with AMOS. The results show that match-up and the evaluation function enhance utilitarian value and hedonic value, which in turn drive continued usage intention, while social influence strengthens key stimulus–organism pathways. Theoretically, this study integrates the SOR model, TCV, and social influence theory to explain value formation in OTT recommender systems. For managers, it demonstrates how recommender design and social signaling strategies can be leveraged to strengthen user experiences and retention.</p>

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OTT recommender system features shape consumers’ continued usage intention: An integrated perspective based on the SOR model and theory of consumption values

  • 期刊论文

  • 发表日期：

    2026年5月18日

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  • Hung-Tai Tsou,
  • Ja-Shen Chen,
  • Hsuan-Yu Hsu,
  • Yu-Chieh Wu

摘要

Drawing on the stimulus–organism–response (SOR) model, theory of consumption values (TCV), and social influence theory, this study investigates how over-the-top (OTT) recommender system features shape customer experiences and consumers’ continued usage intention. Survey data from 505 Taiwanese subscribers were analyzed via SEM with AMOS. The results show that match-up and the evaluation function enhance utilitarian value and hedonic value, which in turn drive continued usage intention, while social influence strengthens key stimulus–organism pathways. Theoretically, this study integrates the SOR model, TCV, and social influence theory to explain value formation in OTT recommender systems. For managers, it demonstrates how recommender design and social signaling strategies can be leveraged to strengthen user experiences and retention.