Global Knowledge Memory and Communication, Journal Year: 2024, Volume and Issue: unknown
Published: Nov. 12, 2024
Purpose As situational changes result in changing consumption patterns, this study aims to understand the entertainment shifts during and after COVID-19 pandemic lockdown. Particularly, how users ’ habits use behavior have changed these constructs subsequently impact their continuance intention has been investigated. The proposes a research model based on customer value habit theory. Design/methodology/approach data collected ( n = 192) 138) situation over-the-top (OTT) platforms setting through purposive sampling was analyzed using partial least square structural equation modeling (PLS-SEM). Findings elucidates that perceived (utilitarian hedonic values) impacts different situations: COVID-19. It also shown partially mediates influence of utilitarian values intention. Further, extent had negative moderation effect habit-continuance relationship but did not moderate post-COVID-19 situation. Finally, it demonstrated increased, whereas decreased OTT after-COVID-19 compared Practical implications Although set up context, practitioners from other online services, any service general, may utilize findings reinforce intentions address unwanted consequences due changes. suggests providers ways facilitate formation users. recommends constant monitoring consumers user engagement tactics for nurturing heavy recommendations maintaining strengthening value-continuance were made, which would help immensely. Originality/value establishes mediation robustness determining varying situations. results highlighted platforms. advances literature by demonstrating differential
Language: Английский