Impacts of digital literacy and ecosystem on continuance intention to consume digital video: Study from four countries in Southeast Asia

Continuance intention to use a product or service is essential for digital video platforms to have a sustainable business. Apart from the video itself, continuous use of the service is heavily influenced by the consumers’ experiences of the service. Digital literacy is one of the key components in use of any digital service, as well as the digital ecosystem itself. This research finds that users’ digital experiences are heavily impacting the continuance intention to use a digital video service. However, the impacts from digital literacy and digital ecosystem, while significant, are not very dominant in shaping the user’s experience.