Chakraborty, Dr. Debarun; Siddiqui, Dr. M. J.; PAUL, JUSTIN - 2023
We identify the consumption values influencing repurchase intention and trust on over-the-top (OTT) platforms. We use the theory of consumption values (TCV) and trust and repurchase intention to build a parsimonious model. We perform structural equation modeling and mediation and moderation...