Still watching?: A study on the post-adoption switching intention of Netflix subscribers in Metro Manila, Philippines using the perspective of the push-pull-mooring Framework - The moderating roles of age, household size, and income

• المؤلفون الرئيسيون: Baello, Juliana Kelly S., Dagdag, Ameerah Hanh J., Dayleg, Margarita Antonia S., De Guzman, Therese M.
• التنسيق: text
• اللغة: English
• منشور في: Animo Repository 2023
• الموضوعات: Netflix (Firm); Streaming video; Consumer behavior; Marketing
• الوصول للمادة أونلاين: https://animorepository.dlsu.edu.ph/etdb_dsi/162; https://animorepository.dlsu.edu.ph/context/etdb_dsi/article/1165/viewcontent/Still_Watching__3_A_Study_on_the_Post_adoption_Switching_Intention_Redacted.pdf

The adoption and competition of Over The Top (OTT) Services have constantly been increasing. However, Netflix has been facing decreasing membership subscriptions. Through this study, the researchers focused on several factors that may influence the switching intention of Netflix subscribers, and the...