With the proliferation of Over the Top (OTT) Video streaming services, researchers are beginning to understand that the 'human' factor along with system design plays a crucial role in understanding the user's technology adoption issues. Framed in quantitative paradigm, this study explores the concept of user-centric perspectives for OTT Video Recommendation Systems from an Indian perspective with the aim of identifying elements of an effective video recommender system that influence its adoption. Findings are derived by assessing recommender effectiveness through the user perceived quality and adoption determinants that in turn influence behavioral intention to use. The findings set the precedent for possible opportunities for OTT video service providers to determine aspects that affect user attitudes and behavioural intentions towards the recommender systems. © 2019 SCMS Group of Educational Institutions. All rights reserved.
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S. Sivamol and Dr. Kalyani Suresh, “Personalization phenom: User–centric Perspectives towards Recommendation Systems in Indian Video Services”, SCMS Journal of Indian Management, vol. 16, no. 2, pp. 73-86, 2019.