Factors Affecting Purchase Intention of Over-the-top Platforms

While the convergence of industries is evident in many fields, online streaming is a phenomenon to research. Therefore, this study investigates factors affecting consumer purchase behavior for over-the-top (OTT) platform subscriptions. A quantitative study with a cross-section design is followed, wh...

• Main Author: Abbas, Syed Ali (author)
• Other Authors: Rehman, Nabeel (author)
• Format: article
• Language: eng
• Published: 2024
• Subjects: Over-the-top Platform; Netflix; purchase intention; content creation; price; celebrity brand; plataformas de transmisión directa; intención de compra; creación de contenido; precio; marca de celebridad
• Online Access: https://revista.sangregorio.edu.ec/index.php/REVISTASANGREGORIO/article/view/3235