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International Journal of Human–Computer Interaction Volume 40, 2024 - Issue 12
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Research Articles

An Empirical Analysis of Factors Affecting OTT Service Users’ Switching Intention: Focusing on Netflix and the Perspective of the Push-Pull-Mooring Framework

Jae Hyun YoonSchool of Business Administration, Kyungpook National University, Daegu, South KoreaORCID Iconhttps://orcid.org/0000-0003-1785-3053View further author information
ORCID Icon &
Han Ku KimSchool of Business Administration, Kyungpook National University, Daegu, South KoreaCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0002-9657-1275View further author information
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Pages 3253-3262 | Received 29 Sep 2022, Accepted 24 Feb 2023, Published online: 07 Mar 2023

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Read on this site (1)

Ajith T. Nandukrishna & Sridevi P.. (2024) Play, pause or praise? – a dual factor theory exploration of continuance, discontinuance and recommendation intentions in OTT platforms. World Leisure Journal 66:2, pages 225-249.
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Articles from other publishers (3)

Jung-Kuei Hsieh, Sushant Kumar & Ning-Yu Ko. (2023) Re-examining the showrooming phenomenon: the moderating role of consumers' maximizing tendency. Asia Pacific Journal of Marketing and Logistics 36:2, pages 334-355.
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Garima Sahu, Gurinder Singh, Gurmeet Singh & Loveleen Gaur. (2024) Exploring new dimensions in OTT consumption: an empirical study on perceived risks, descriptive norms and goal-directed behaviour. Asia Pacific Journal of Marketing and Logistics.
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Ting Deng, Chunyong Tang & Yanzhao Lai. (2023) Understanding configurations of continuance commitment for platform workers using fuzzy-set QCA. Management Decision 62:1, pages 352-369.
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