Assessing determinants influencing continued use of live streaming services: An extended perceived value theory of streaming addiction
作者：
Highlights：
• 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 companies.
• The study offers social implications to the viewers of streaming services.
摘要
•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 companies.•The study offers social implications to the viewers of streaming services.
论文关键词：Perceived value,Addiction to heavy viewing,Perceived innovativeness,Continued intention,India,Live streaming services
论文评审过程：Received 19 June 2020, Revised 29 September 2020, Accepted 4 November 2020, Available online 10 November 2020, Version of Record 24 January 2021.
论文官网地址：https://doi.org/10.1016/j.eswa.2020.114241
