The objective of this study is to explore the determinants influencing the intention to use over–
the–top (OTT) services among Mongolian users. The research uniquely extends the …

As consumers' interest in over-the-top (OTT) platforms has been increasing, we thoroughly
examined the factors affecting the continuous usage intention of OTT services using the dual …

We explored the factors that influence consumers to adopt over-the-top (OTT) services. The
Technology Acceptance Model (TAM) served as the main framework for this research. To …

Purpose The purpose of this paper is to identify and predict the key factors that influenced
the usage intention of over the top (OTT) services by consumers. This was done by applying …

This study attempts to understand the factors affecting usage intention, actual use,
satisfaction, perceived trust, and commitment to over-the-top (OTT) platforms. A research …

This study aims to explore South Korean consumers' adoption of over-the-top (OTT)
services, which are one of the most innovative media services available today. We …

Purpose–The study explores the significant attributes that inspire customers to select OTT
platforms and to measure the positions of OTT platforms in the mind of an individual via a …

As people spend more time indoors due to the COVID-19 pandemic situation, content
consumption is increasing, leading to the rapid demand for Over The Top (OTT) services …

With the recent development of the media environment, various media have emerged, and
the over-the-top (OTT) service market is rapidly expanding as the demand for users who …

Consumers are increasingly moving from traditional television to Over-The-Top (OTT)
streaming platforms. Although OTT platforms are widely used, people's interactions with …