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 …

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 …

The digital entertainment landscape has been dynamically evolving in recent years,
particularly with the escalating prominence of Over-The-Top (OTT) platforms. This research …

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 …

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 …

The market size of video game streaming is growing at an unprecedented rate, while
streaming platforms and streamers are engaging in fierce competitions to retain viewers …

This study aims to analyze the factors that influence a person's intention to use a
subscription-based streaming service application using the perspective of the inertia of …

This study sought to examine the interrelationships among lifestyle, entertainment
preferences, and the utilization of Over-The-Top (OTT) services as digital leisure activity …

The concept of over-the-top (OTT) ever since introduced has caught the eyes of viewers and
changed the dynamics of television (TV) consumers. Consumer behaviour with regard to …