Assessing determinants influencing continued use of live streaming services: An extended perceived value theory of streaming addiction

•The study measures continued intention to use live streaming services.•The study extends perceived value theory by including innovativeness and enjoyment.•The study discusses about the streaming addiction to heavy viewing.•The study provides important insights and recommendations to streaming compa...

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Bibliographic Details
Published in:Expert systems with applications 2021-04, Vol.168, p.114241, Article 114241
Main Authors: Singh, Sonali, Singh, Nidhi, Kalinić, Zoran, Liébana-Cabanillas, Francisco J.
Format: Article
Language:English
Subjects:
Addiction to heavy viewing
Addictions
Addictive behaviors
Continued intention
Determinants
Digital media
India
Live streaming services
Perceived innovativeness
Perceived value
Risk perception
Social problems
Streaming media
Viewing
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