Mediating role of gratification on the relationship between expectation and continuance intention to watch movies on YouTube

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Mediating role of gratification on the relationship between expectation and continuance intention to watch movies on YouTube

Various movies that were recently released in Malaysia were disappointing in ticket sales, however the number of users watching movies on YouTube have recorded an increase. The general objective of this study was to determine the potential of YouTube to substitute physical cinema as the new movie wa...

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Bibliographic Details
Main Author:	Abu Bakar, Mohd Syuhaidi
Format:	Thesis
Language:	English
Published:	2017
Subjects:	Internet users - Psychology Internet videos Motion pictures
Online Access:	http://psasir.upm.edu.my/id/eprint/68475/ http://psasir.upm.edu.my/id/eprint/68475/1/FBMK%202018%2014.pdf

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