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What Drives the User’s Continuous Usage Intention of OTT Video Platforms? Identifying the Role of Cognitive Absorption and Perceived Usefulness With the Impact of OTT Content on it
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References

  • 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.81,863 cited
  • 2014A new criterion for assessing discriminant validity in variance-based structural equation modeling38,283 cited
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  • 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics13,274 cited
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  • 2003Trust and TAM in Online Shopping: An Integrated Model18,618 cited
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  • 2017Advanced Issues in Partial Least Squares Structural Equation Modeling2,503 cited
  • 1988The Measurement of End-User Computing Satisfaction2,448 cited
  • 2012Hierarchical Latent Variable Models in PLS-SEM: Guidelines for Using Reflective-Formative Type Models

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2,275 cited
  • 2015Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies2,105 cited
  • 2008Advancing formative measurement models1,454 cited
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