Role of E-Business Driven OTT Platforms in Influencing Consumer’s Intention to Cut the Cable Cord
Bhubaneswari Bisoyi,
Vivek Mishra,
Biswajit Das
et al.
Abstract:The research article focuses on the impact of the COVID-19 pandemic that contributed to a surge in cable cord-cutting in mature as well as emerging markets such as India. The objective of this study was to provide a detailed understanding of the motivating forces behind consumers’ intention to cut the cord of television cables. This research article has tried to examine the impact of four factors, namely, (a) perceived advantage, (b) perceived value, (c) perceived compatibility and (d) perceived substitutabili… Show more
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