The proliferation of over-the-top (OTT) platforms, offering a wide array of on-demand content
accessible through the Internet, has reshaped the media landscape and transformed …

In a situation where competition in the OTT service market intensifies, this study analyzed
the factors affecting the switching behavior of OTT service users using the push-pull-mooring …

In recent years, Over-the-Top (OTT) streaming services have become increasingly popular
as a form of digital leisure, triggering a significant shift of users from traditional television …

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 …

Purpose Most previous studies on new technologies and services have concentrated on
their acceptance, seldom exploring in depth why users may choose not to accept technology …

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 …

OTT service switching has become a major challenge for marketers. However the previous
study mainly focused on investigating users' continued use after adoption of OTT services …

As a new way of shopping, e-commerce live streaming (ELS) has gained unprecedented
growth and popularity in the past years, especially in China. Because of the considerable …

This study investigates consumer switching behavior factors in platform businesses. This
study reports a two‐phase study of switching behavior. The first phase, Latent Dirichlet …

The pay-TV service providers have introduced over-the-top (OTT) bundled services to attract
additional subscribers in a saturated market. However, the majority of consumers in South …