How continuous intentions towards over the top platform are framed? Stimulus–organism–response model perspective
The current study attempts to measure the determinants of continuous intention of over-the-
top (OTT) platforms. In the present context, stimulus–organism–response (S–O–R) model
was applied to identify the determinants of continuous intentions. The data were collected
from users of the existing OTT platforms. To test the proposed model, we applied the partial
least square structural equation modeling (PLS-SEM) technique in accordance with the
objective and hypotheses. The proposed model explains 45% of perceived value and 41 …
top (OTT) platforms. In the present context, stimulus–organism–response (S–O–R) model
was applied to identify the determinants of continuous intentions. The data were collected
from users of the existing OTT platforms. To test the proposed model, we applied the partial
least square structural equation modeling (PLS-SEM) technique in accordance with the
objective and hypotheses. The proposed model explains 45% of perceived value and 41 …
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