From Cognitive Absorption to Habitual Usage: Explaining Generation Z’s Continued Intention toward OTT Platforms

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Submission : Call for Paper Srusti Management Review, Vol. XIX, Issue-I, Jan.-Jun. 2026, Last Date of Submission: 21.04.2026

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Year	2026 3 Downloads
Volume/Issue/Review Month	Volume-XIX \| Issue-I \| Jan.-Jun.
Title	From Cognitive Absorption to Habitual Usage: Explaining Generation Z’s Continued Intention toward OTT Platforms
Authors	Japneet Kaur, Dr. Sangeeta Arora
Broad area	Marketing
Abstract	Abstract: This study investigates the factors influencing continued intention to use OTT platforms among Generation Z users by integrating Cognitive Absorption, the Technology Acceptance Model (TAM), and Habit. Data were collected from Generation Z OTT platform users through a structured questionnaire. A total of 186 valid responses were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4.0. The findings reveal that Cognitive Absorption significantly influences Perceived Usefulness, Perceived Ease of Use, Habit, and Continued Intention to Use OTT platforms. Habit emerged as a strong predictor of continuance intention, whereas Perceived Usefulness and Perceived Ease of Use showed insignificant effects in the presence of Habit. This study contributes to continuance intention literature by integrating Cognitive Absorption, TAM, and Habit within the OTT streaming context and explaining how immersive engagement develops into habitual usage behavior among Generation Z users.The findings suggest that OTT service providers should focus on immersive and habit-forming platform experiences to enhance long-term user retention and sustained engagement. The study highlights the growing influence of immersive OTT environments on Generation Z media consumption behavior and digital engagement patterns.This study provides a comprehensive framework for understanding post-adoption OTT usage behavior by integrating cognitive, experiential, and habitual perspectives within a single model.
Citation	Kaur, J., & Arora, S. (2026). From cognitive absorption to habitual usage: Explaining Generation Z’s continued intention toward OTT platforms. Srusti Management Review, 19(1), 150–165.
DOI	https://doi.org/10.63340/SAMT/100000061
File	Click here to download
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