Lo, May Chiun and Abang Azlan, Mohamad and Wan Hashim, Wan Ibrahim and Thong, Jun Zhou (2024) Unveiling the Dynamics of Malaysian Viewers’ Continuance Usage Intention of OTT Platforms: Insights from the Stimulus-Organism-Response (SOR) Paradigm. Global Knowledge, Memory and Communication. ISSN 2514-9342 (In Press)
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Abstract
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 lead to continuance usage intention of OTT platforms. Using the 13 Stimulus-organism-response (SOR) model as the theoretical basis, the present study constructs 14 include content quality, accessibility, entertainment, hedonic value, attitude, satisfaction, and 15 continuance usage intention of OTT platforms.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Over-the-top (OTT), stimulus-organism-response (SOR), satisfaction, continuance 29 intention, Malaysia. |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Academic Faculties, Institutes and Centres > Faculty of Economics and Business Faculties, Institutes, Centres > Faculty of Economics and Business |
| Depositing User: | Mohamad |
| Date Deposited: | 25 Jul 2024 02:01 |
| Last Modified: | 25 Jul 2024 02:01 |
| URI: | http://ir.unimas.my/id/eprint/45366 |
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