Streaming towards innovation: Understanding consumer adoption of OTT services through IRT and TAM
AbstractThe rise of cord-cutting due to technological advancements and internet accessibility has led to an increased interest in understanding the adoption behavior of consumers towards over-the-top services (OTTs). This study aimed to comprehend the barriers to adopting the first wave of OTTs and...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2023-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2023.2283917 |