The combining of intrinsic and extrinsic motives for employing OTT media and comprehending the audience’s gratification in Malaysia

Abstract

This article provides a conceptual framework for inspiring the audience towards the growing demands for Over-The-Top (OTT) media, as well as the evaluation of user satisfaction in Malaysia’s services. The advance of technology and innovation has made possible the integration of telecommunications and broadcast networks, and, in doing so, has blurred the borders of the telecommunications and broadcasting industry. In this analysis, the motivation of the viewer as an entire indivisible mechanism to achieve media pleasure, both intrinsic and extrinsic elements, and, ultimately, formulate a conceptual framework, are described. Nonetheless, researchers have struggled in balancing intrinsic and extrinsic motivations, especially in recognising the interdependency between the origins of media consumer desires and incorporating them in conjunction with media and connectivity theories, which were typically too expansive to be implemented in convergence digital media. Therefore, this paper discusses the possibilities for combining intrinsic motivations with extrinsic ones. The interconnected conceptual framework provides a comprehensive view of the analyses and intentions of the engaged audiences in Malaysia for OTT media. This study also suggests further research that would include different measures and a larger sample as well as other areas, which could result in better understanding of the relationship between the variables.