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WHAT DRIVES THE USER'S CONTINUOUS USAGE INTENTION OF OTT VIDEO PLATFORMS? IDENTIFYING THE ROLE OF COGNITIVE ABSORPTION AND PERCEIVED USEFULNESS WITH THE IMPACT OF OTT CONTENT ON IT.

WHAT DRIVES THE USER'S CONTINUOUS USAGE INTENTION OF OTT VIDEO PLATFORMS? IDENTIFYING THE ROLE OF COGNITIVE ABSORPTION AND PERCEIVED USEFULNESS WITH THE IMPACT OF OTT CONTENT ON IT.

Authors :
Gupta, Shanu
Tomar, Ranu
Source :
International Journal of Professional Business Review (JPBReview); 2023, Vol. 8 Issue 4, p1-24, 24p
Publication Year :
2023

Details

Language :
English
ISSN :
25253654
Volume :
8
Issue :
4
Database :
Complementary Index
Journal :
International Journal of Professional Business Review (JPBReview)
Publication Type :
Academic Journal
Accession number :
163856373
Full Text :
https://doi.org/10.26668/businessreview/2023.v8i4.1494