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Keywords: OTT platform
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Journal Articles
During and after COVID-19: understanding entertainment consumption shifts through habit and customer value perspectives
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Global Knowledge, Memory and Communication (2024)
Published: 13 November 2024
...) and after (n = 138) COVID-19 situation in the over-the-top (OTT) platforms setting through purposive sampling was analyzed using partial least square structural equation modeling (PLS-SEM). Findings The study elucidates that customer perceived value (utilitarian and hedonic values) impacts...
