Streaming towards innovation: Understanding consumer adoption of OTT services through IRT and TAM

The rise of cord-cutting due to technological advancements and internet accessibility has led to an increased interest in understanding the adoption behavior of consumers towards over-the-top services (OTTs). This study aimed to comprehend the barriers to adopting the first wave of OTTs and the inno...

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Veröffentlicht in:	Cogent business & management 2023-12, Vol.10 (3), p.1-30
Hauptverfasser:	Polisetty, Aruna, Sowmya, G, Pahari, Subhajit
Format:	Artikel
Sprache:	eng
Schlagworte:	consumer adoption Consumer behavior Innovation Resistance Theory over-the-top services propagation mechanism Purchase intention Scandals technology Technology Acceptance Model Technology adoption
Online-Zugang:	Volltext
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