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Unveiling the Dynamics of Malaysian Viewers’ Continuance Usage Intention of OTT Platforms: Insights from the Stimulus-Organism-Response (SOR) Paradigm

This study aims to investigate how over-the-top (OTT) media services affect 10 consumers' demands for value, convenience, visual experience, and their ability to advance 11 media communications. This study also examines the constructs that impact viewers' 12 satisfaction and subsequently...

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Bibliographic Details
Main Authors: Lo, May Chiun, Abang Azlan, Mohamad, Wan Hashim, Wan Ibrahim, Thong, Jun Zhou
Format: Article
Language:English
Published: Emerald Publishing Limited 2024
Subjects:
HF Commerce
Online Access:http://ir.unimas.my/id/eprint/45366/1/Unveiling%20the%20Dynamics%20of%20Malaysian%20Viewers%E2%80%99%20Continuance%20Usage%20Intention%20of%20OTT%20Platforms.PDF
http://ir.unimas.my/id/eprint/45366/
https://www.emerald.com/insight/publication/issn/2514-9342
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http://ir.unimas.my/id/eprint/45366/1/Unveiling%20the%20Dynamics%20of%20Malaysian%20Viewers%E2%80%99%20Continuance%20Usage%20Intention%20of%20OTT%20Platforms.PDF
http://ir.unimas.my/id/eprint/45366/
https://www.emerald.com/insight/publication/issn/2514-9342

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