...Yue Qiu; Xiangbin Yan Purpose Effective health data trading depends on active engagement from multiple stakeholders. This study uses evolutionary game theory combined with prospect theory to model interactions among key stakeholders and to examine the dynamics of strategy evolution and the factors...

... applies prospect theory to OTT promotion strategies, uncovers the psychological drivers behind promotion effectiveness and examines the moderating role of subscriber type and platform type, thereby providing actionable insights to improve consumers’ attitudes and behavioral intentions. Wei-Hung Hsiao...