Application of UTAUT in analyzing behavioral intention to continue using the online movie platforms

Application of UTAUT in analyzing behavioral intention to continue using the online movie platforms

This study uses the Unified Theory of Acceptance and Use of Technology (UTAUT) model to explore the influence factors of behavioral intention to continue using the online movie platforms (OMP) with Structural Equation Modeling. In this study, the model was extended to predict customer use of OMP by...

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Bibliographic Details
Main Authors:	Hao, Yinhua, Yasin, Megat Al Imran, Ng, Boon Sim, Kun, Yu
Format:	Article
Published:	Anka Publishers 2022

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