Do price consciousness, anti-socializing behavior and content add fuel to consuming online video streaming? A multigroup analysis and moderating role of gender and marital status
Hasnan Baber,
Mina Fanea-Ivanovici,
Marius-Cristian Pana
et al.
Abstract:PurposeVideo streaming consumption has become a social and economic phenomenon in an age where the share of online entertainment has become larger and larger in the total entertainment pie. Besides the advancement of technology, the pandemic further contributed to its development. The aim of this study is to analyze the role of price consciousness, anti-socializing behavior and choice of content in shaping the video streaming consumption. Furthermore, we look at the moderating role of gender and marital status… Show more
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