The video streaming over-the-top (OTT) services, provided by both domestic and
international companies such as Amazon Prime and Netflix, have created a significant …

Purpose Video streaming consumption has become a social and economic phenomenon in
an age where the share of online entertainment has become larger and larger in the total …

Purpose This study is based on the regulatory focus theory and conservation of resources
theory to examine how information confusion leads to users' discontinuous usage intention …

In this study, we aim to gain a comprehensive understanding of factors that precede and
follow very rich system usage within the specific use context of a contemporary IS. Based on …

A discernible trend within Over-the-top (OTT) platforms is the systematic integration of
gamification elements into their marketing endeavors. While existing research has …

Technology changes the look of the film industry, particularly regarding marketability through
online streaming platforms. Online streaming provides a second option for viewers, which …

OTT (over-the-top) platforms that stream media directly to viewers via the Internet, bypassing
cable, broadcast, and satellite television platforms, are one of the fastest-growing platforms …

Purpose With the rapid evolution of the OTT platform, this study addresses a notable gap in
the existing literature by examining the impact of celebrity involvement in OTT contents on …

In order to deliver customised content and improve user experiences, over-the-top (OTT)
providers must adopt efficient customization and recommendation algorithms as the OTT …

This study utilises the Technology Acceptance Model (TAM) to investigate the
interrelationships among perceived ease of use (PEOU), perceived usefulness (PU), and …