Explaining subscription intention for video streaming platforms in China: Integrating the UTAUT2 model, perceived value theory, and S-O-R theory
This study introduces a moderated mediation mechanism to explain the intention to subscribe to video streaming platforms in China, utilizing the UTAUT2 model, perceived value theory, and S-O-R theory.
Authors
- Mobai Chen (ORCID: https://orcid.org/0009-0001-3188-0368)
- Saeed Pahlevan Sharif (ORCID: https://orcid.org/0000-0001-8082-4541)
- Nan Jiang (ORCID: https://orcid.org/0000-0002-4410-6283)
- Tong Wu (ORCID: https://orcid.org/0000-0002-9354-3543)
Institutions
- Qingdao University of Science and Technology (CN)
- Qingdao Academy of Agricultural Sciences (CN)
- Taylor's University (MY)
- Shandong University of Science and Technology (CN)
- Sunway University (MY)
Publication Details
- Journal
- PLoS ONE
- Published
- 2025-05-08
- DOI
- https://doi.org/10.1371/journal.pone.0322860
- Citations
- 4
- Primary Topic
- Technology Adoption and User Behaviour
- Type
- article
- Field-Weighted Citation Impact
- 16.68