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Keywords: Uses and gratifications
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Journal Articles
Journal:
Innovation & Management Review
Innovation & Management Review (2025) 22 (3): 175–186.
Published: 09 May 2025
... consumers of OTT services, the study empirically tests a research framework based on the technology acceptance model (TAM) and uses and gratifications theory (UGT). Partial least squares structural equation modeling (PLS-SEM) method was used to analyze the primary data and explain consumers’ motivations...
