Mediating role of gratification on the relationship between expectation and continuance intention to watch movies on YouTube
Various movies that were recently released in Malaysia were disappointing in ticket sales, however the number of users watching movies on YouTube have recorded an increase. The general objective of this study was to determine the potential of YouTube to substitute physical cinema as the new movie wa...
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| Format: | Thesis |
| Language: | English |
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2017
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| Online Access: | http://psasir.upm.edu.my/id/eprint/68475/1/FBMK%202018%2014%20IR.pdf |