Negative Moderating Effect Research Articles

The Mediating Role of Teacher Support in The Relationship between Marginalization and Academic Performance among Migrant Children in China--Evidence from CEPS Data

Migrant children are a special group in the process of China's economic development. They not only linger on the edge of unequal educational opportunities but are also marginalized in schools. Using data from the China Education Panel Survey (CEPS), a nationally representative sample of junior high school students, the study attempts to examine the relationship between migrant children's marginalization and academic achievement and check the moderating role of teacher support in this relationship. The results show that positive teacher support has a negative moderating effect on the marginalization of migrant children. When teachers take a positive and supportive attitude toward socially marginalized students, the marginalized children are more integrated within their peer groups over time. The more actively teachers support migrant children, the more they can reduce the probability of migrant children being marginalized. Teacher support also has a positive impact on migrant children's social behavioral development and academic performance to a large extent. The positive attitude of teachers enables migrant children, a marginalized group, to have stronger school adaptability and a more positive development direction of social behavior and academic performance.

Comparative analysis of quality of life in solid organ transplant recipients: the influence of skin cancer.

Dermatological health-related quality of life (HRQoL) in solid organ transplant recipients (SOTRs), often affected by skin cancer, has been insufficiently explored. This study aimed to evaluate the impact of skin cancer on quality of life (QoL) in SOTRs and to compare HRQoL measures between SOTRs with and without skin cancer. This cross-sectional study (June 2023-March 2024) assessed adult SOTRs using the Dermatology Life Quality Index (DLQI) and Skindex-29 questionnaires. For SOTRs with keratinocyte carcinoma (KC), the Basal and Squamous Cell Carcinoma Quality of Life (BaSQoL) questionnaire was also administered. A total of 150 adult SOTRs were included, with 82 having developed post-transplant skin cancer, including melanoma and KCs. DLQI scores were higher in SOTRs with skin cancer, however, the difference was not statistically significant (P ≥ 0.065). SOTRs with skin cancer had higher total Skindex-29 scores (P = 0.012) and "emotion" subscale scores (P = 0.0049), indicating a negative impact on QoL. BaSQoL scores showed a moderate negative effect on QoL, with a higher number of KCs correlating with lower QoL (P < 0.05). Female gender was associated with higher DLQI and BaSQoL diagnosis and treatment scores (P < 0.05). SOTRs with skin cancer had lower QoL, with greater cancer burden linked to worse outcomes. Female gender was also associated with lower QoL. Tailored management strategies are crucial for this population.

The antecedents and outcomes of work stress among casino dealers

ABSTRACT The casino workforce faces some unique issues (e.g. emotionally fluctuating gamblers) while sharing common features with other hospitality sectors. This study aims to investigate the antecedents of casino dealers’ work stress and the relevant outcomes. We used data collected from 590 casino dealers working for Macao’s six gaming operators for structural equation modelling analysis. The results validated that job insecurity and work-to-family conflict are two main antecedents of work stress among casino dealers, which in turn generate burnout and depression. Job mobility has a negative moderating effect on the relationship between work stress and burnout. This study draws attention to the health outcomes of work stress and the moderating effect of job mobility on the negative outcomes of work stress.

Impact of Technological Innovation on Global Crop Export Trade: The Example of Innovation in GM Technology

ABSTRACTBiological breeding technology is a significant scientific and technological innovation in the world. It is also a crucial strategic plan in China's efforts to improve its seed industry. This paper examines the impact of transgenic technology on global crop export trade since its introduction in the production field. The study analyzed the binary marginal data of genetically modified (GM) soybean technological innovation and export in 41 countries worldwide from 2002 to 2012. The analysis utilized a panel regression model. The results indicate that GM technological innovation has a significant and positive association with the intensive margin of soybean export growth. However, it has an insignificant effect on the export extensive margin. The impact of GM technological innovation on the export extensive margin of different crops is heterogeneous. The cultivation of GM crops (GMOs) has been found to have a nonsignificant impact on food crops like soybeans and corn but a positive and significant impact on industrial commodity crops such as cotton. Furthermore, additional analyses indicate that the policy of planting GMOs has a positive moderating effect on technological innovation that affects the export‐intensive margin while having a negative moderating effect on technological innovation that acts on the export‐extensive margin. Technological innovation affects market forces and impacts the intensive margin of export growth. The global trade of crops has been driven by innovations in genetically modified technology. Policy support and market power have also played a significant role in the success of each country.

Open Innovation Over the Regional and National Boundaries in the Semiconductor Industry: The Effects of Digital Transformation and Decoupling of the Global Value Chain

Decoupling of the global value chains in the semiconductor industry under digital transformation has not been adequately investigated, although it is a popular topic with the emerging technological rivalry globally. This study empirically examines the following research question to contribute to the limited research. How do firms’ collaborations across regional and national boundaries moderate the effects of open innovation on performance in the semiconductor industry after digital transformation under the decoupling of the global value chain? This study analyses patents which had been registered at the United States Patent and Trademark Office (USPTO) and the Korean Intellectual Property Office (KIPO) in the semiconductor industry during 2004 and 2020 at the representative terms of before and after digital transformation. Findings are as follows: First, digital transformation motivates semiconductor enterprises’ collaboration effects over regional and national boundaries. Second, the decoupling of the semiconductor industry in the global value chain negatively moderates the effects of open innovation on firms’ performance across regional and national boundaries. Therefore, by reconstructing the global value chain of the semiconductor industry, the negative moderating effects of the semiconductor industry’s decoupling could be diminished. In addition, by constructing a national semiconductor cluster in South Korea, the benefits of digital transformation in the semiconductor industry could be increased.

The Mechanism and Effects of the Digital Economy on Urban Resilience: An Empirical Test Based on 110 Cities in the Yangtze River Economic Belt

Cities encounter increasing risks and challenges under new development patterns, and digital economy (DE) can drive cities’ improved resilience to natural and social uncertainties. Based on data collected on the Yangtze River Economic Belt from 2011 to 2021, the development situation of the regional DE and urban resilience (UR) was measured, and the impact mechanisms of the DE on UR were analysed theoretically and empirically using a benchmark regression model. The findings are as follows: The benchmark test revealed that the DE development contributed significantly to UR in the region. The mediating effect test revealed that the DE improved UR through two pathways: industrial structure upgradation and energy restructuring. The moderating effect test suggested that environmental pollutant emissions had a negative moderating effect between the impact mechanisms of the DE, industrial structure, and energy structure and between the effects of industrial structure, energy structure, and UR, whereas CO2 emissions had a positive moderating effect between the impact mechanisms of DE and industrial structure. Heterogeneity analysis indicated that the DE contributed positively to the UR except in the upstream region, where the coefficient of the DE was insignificant. Overall, this study highlights the crucial role of the DE in improving UR and elucidates the theoretical impact mechanisms of environmental pollution control and carbon reduction measures on UR.

Trusting ChatGPT Usage in Personalized Travel Planning: The Moderating Role of Privacy and Data Security

ChatGPT has become one source of personalized recommendations used by travelers in travel planning contexts. This research aims to examine the ChatGPT usage dimensions and its impact on travelers’ level of trust in ChatGPT recommendations and their behavioral intention of future use. It also tests the moderating effect of privacy and data security on the relationship between travelers’ trust and behavioural intention. Using PLS-SEM to analyze collected data of travelers from the UAE and Oman, and using the multi-group analysis technique, findings revealed a positive impact of ChatGPT usage dimensions on travelers’ trust and behavioral intention. Interestingly, findings revealed a negative moderating effect of privacy and data security on travelers’ trust in ChatGPT recommendations and behavioral intention of usage. Theoretical and practical contributions of the results are also offered.

Healthcare Supply Chain: Understanding the significance of Risk Culture

Healthcare supply chains are the foundation of modern healthcare systems, assuring the timely availability of vital drugs, equipment, and resources required for patient treatment. The efficiency and robustness of these supply chains, which are driven by the underlying risk culture, have a direct impact on patient outcomes, operational efficiency, and overall healthcare quality. This study investigates the significance of supply chain risk culture in order to identify its impact on supply chain capabilities and performance. This includes the attitudes, beliefs, and practices that determine a company's risk management strategy inside its supply chain, as well as how it perceives and responds to uncertainty. The research study gathered 294 samples from hospital employees in selected hospitals to evaluate the qualities that impact Supply Chain performance, with a focus on agility, collaboration, and adaptability. In the healthcare industry, supply chain capabilities have been shown to have a significant influence on hospital performance. Risk culture also had a substantial negative moderating effect on the connection between SC capability and SC performance. A severe aversion to risk, to put it simply. The relationship between supply chain capabilities and SC performance is weakened by risk culture when it takes a high value, and vice versa.

How innovation platforms govern the experiential learning process of coffee farmers in Uganda

While researchers, development actors, and policymakers recognize that Innovation Platforms govern farmers' development knowledge when attempting to address challenges, the question of how IPs’ governance mechanisms affect their learning process remains unaddressed. Using data from a cross-sectional survey of 214 coffee IP farmers, this study employs Partial Least Squares-Structural Equation Modeling (PLS-SEM) to analyze the relationships between IP governance and farmers’ experiential learning. The relationship between challenges, reflection, experiential knowledge, active experimentation, and IP governance mechanisms (that is, IP members' commitment and trust, IP members' involvement, and Member access to IP resources) was specifically examined. Results show that when farmers try to address their challenges, IP governance mechanisms positively and negatively affect their acquisition of experiential knowledge through reflection and active experimentation using existing knowledge. Specifically, Innovation Platform members' commitment, trust, and involvement significantly and positively moderate the link between farmers’ challenges and their reflection, while the influence of members' access to IP resources is insignificant. Similarly, while access to IP resources has an insignificant and negative moderation effect on the link between farmers’ reflection and experiential knowledge, IP members' commitment, trust, and involvement have positive but insignificant effects on them. Farmers' commitment, trust, involvement, and access to IP resources did not affect the relationship between their experimentation and experiential knowledge. Finally, the IP members' commitment, trust, involvement, and access to IP resources have insignificant effects on the relationship between farmers’ active experimentation and their challenges. Coffee farmers should use their networks to encourage commitment and involvement in intellectual property to reflect and gain knowledge. Similarly, IP facilitators should build trust among their members. Agriculture extension policymakers can use IPs as units to identify practical interventions to local challenges and improve targeted rural agriculture value chains by connecting different stakeholders to farmers at the community level because reflection as a learning activity must be consciously elicited through learning actions. Key words: Agricultural extension systems, agricultural innovation systems, value chain development, governance

The impact of team cohesion on athlete engagement in collegiate basketball leagues: the moderating role of paternalistic leadership

ObjectiveThis study investigates the impact of team cohesion on the engagement of college basketball players, and examines the moderating effects of authoritarian, benevolent, and moral leadership styles within paternalistic leadership on this influence. This provides theoretical insights for improving athlete engagement.MethodsData from 404 athletes participating in the 26th China Collegiate Basketball League were collected through a questionnaire survey and analyzed statistically.Results(1) Team cohesion has a significant positive impact on athlete engagement in collegiate basketball players. (2) Authoritarian leadership has a significant negative moderating effect on the relationship between team cohesion and athlete engagement in collegiate basketball players; the stronger the authoritarian leadership, the weaker the positive impact of team cohesion on athlete engagement in collegiate basketball players. This effect diminishes and becomes statistically insignificant when the authoritarian leadership score exceeds 5.88. (3) Benevolent leadership does not have a significant moderating effect between team cohesion and athlete engagement in collegiate basketball players. (4) Moral leadership has a significant positive moderating effect on the relationship between team cohesion and athlete engagement in collegiate basketball players; the higher the moral leadership, the stronger the positive impact of team cohesion on athlete engagement in collegiate basketball players, which becomes insignificant when the moral leadership score is below 2.75.ConclusionEnhancing team cohesion is an effective method to increase athlete engagement in collegiate basketball players. It is advisable for collegiate basketball coaches to refrain from adopting controlling and demeaning authoritative approaches, and instead, emphasize ethical leadership practices, continually enhancing their own abilities and virtues to serve as role models.

Exploring Chinese Millennials' Minimalist Consumption Behavior in the Context of Global Economic Downturn: A PLS-SEM Analysis Based on Symbolic and Simulacrum Consumption Perception.

In the context of a global economic downturn, Millennials-who represent the emerging primary consumer demographic-are increasingly adopting a minimalist consumption model. To understand this phenomenon, this study employed a partial least squares structural equation modeling (PLS-SEM) analysis of 554 survey responses from Chinese Millennials. Building on the Theory of Reasoned Action, we explored the effects of consumption orientation, perceived economic pressure, self-expression, and perceived consumption risk on symbolic and simulacrum consumption perceptions. Furthermore, we investigated how these perceptions shape minimalist consumption awareness and behavior. The findings indicate the following: (1) consumption orientation significantly and positively influences symbolic consumption perception; (2) self-expression and perceived consumption risk positively affect both symbolic and simulacrum consumption perceptions; (3) symbolic consumption perception has a positive impact on minimalist consumption awareness; and (4) upward social comparison exerts a significant negative moderating effect on the relationship between minimalist consumption awareness and behavior. This study is the first to integrate symbolic and simulacrum consumption into the analytical framework of Millennials' minimalist consumption behavior, shedding light on the nuanced relationship between self-expression and consumption behavior under economic pressure. The findings contribute a novel theoretical perspective for future research on minimalist consumption and offer practical insights for businesses aiming to devise effective marketing strategies amidst economic challenges.

The Impact of Social Media Dependency on Chinese Netizens' Willingness to Forward Health Rumors: The Moderating Role of Social Media Literacy

In the digital era, the forwarding of false health rumors by netizens causes secondary dissemination of information, leading to its fission-like spread and bringing serious social problems. Based on an empirical survey of Chinese netizens, this paper aims to explore how social media dependency and media literacy affect netizens' willingness to forward health rumors. Data analysis found that social media dependency has a significant positive impact on forwarding willingness, social media literacy has a significant negative impact, and social media literacy has a negative moderating effect on the relationship between social media dependency and forwarding willingness. As the level of netizens' social media literacy changes, the impact of social media dependency on the forwarding willingness is no longer a simple linear positive correlation. High social media literacy will weaken its positive promoting effect and even make it show a negative change.

The Moderating Effect of Cultural Orientation on the Relationship Between Growth Mindset and Learning Self-Efficacy: A Dimension-Specific Pattern.

Building on the theoretical perspectives of mindset theory and cultural orientation framework, this study explores the moderating role of cultural orientation in the relationship between individuals' growth mindset and learning self-efficacy, addressing the contextual dependency of mindset theory. A total of 307 Chinese undergraduates (61% female; age range = 18-22 years) from a university in Hong Kong were recruited for this cross-sectional study. Cultural orientation, growth mindset, and learning self-efficacy were assessed via the Chinese version of the Cultural Values Scale (CVScale), Growth Mindset Inventory (GMI), and Learning Self-Efficacy Scale (LSES), respectively. Linear multiple regression analysis was conducted to examine the hypothesized moderation effects. The results revealed an interesting dimension-specific pattern among the five dimensions of cultural orientation. While one dimension (i.e., long-term orientation) had a positive moderating effect on the relationship between growth mindset and learning self-efficacy, two dimensions (i.e., power distance and uncertainty avoidance) had negative moderating effects on that relationship. The two remaining cultural dimensions (i.e., individualism/collectivism and motivation towards achievement and success) did not exhibit any significant moderating effects. These findings underscore the interplay between a growth mindset, cultural orientation, and learning self-efficacy, emphasizing the influence of cultural factors on the outcomes of mindset interventions. This study highlights the need for culturally tailored educational practices and interventions to maximize the effectiveness of growth mindset theories in diverse contexts.

Unveiling the Enigma of Blind Box Impulse Buying Curiosity: The Moderating Role of Price Consciousness

This study explores the causes of curiosity-driven impulse buying in blind boxes using the Stimulus-Organism-Response (S-O-R) model and adaptation level theory. It examines how store environment and product factors contribute to customer curiosity, incorporating price consciousness into the overall framework. Insights from an online survey of 306 Chinese respondents indicate that environmental factors and specific product characteristics positively influence consumer curiosity, while price consciousness has a negative moderate effect. The findings also show that customer curiosity stimulates impulse buying behavior and mediates the relationship between store atmosphere, surprise, and perceived novelty. This study identifies both objective and subjective factors behind blind box impulse buying and offers relevant suggestions for governments and consumers on managing impulse buying.

Community Perception on the Effect of Cultural Livelihoods on the Environment in Kogi State, Nigeria

This study examines the cultural livelihood of Kogi State and its effects on the environment. The study describes some of the cultural livelihood practices found in Kogi State, considering the contemporary condition of cultural livelihood and its effects on the environment. Secondary and primary data were employed, which include archives and internet search engines. Using a 4-stage sampling procedure, data were collected from a 120-person sample through an interview, field observation, a focus group discussion, and a questionnaire. Descriptive statistics using frequencies, percentages, and charts were used for the analyses. The results were compiled using the Statistical Package for Social Sciences (SPSS). Findings show that about 85% of the participants discovered crop farming, arable farming, weaving, blacksmithing, fishing, and festivals of harvest, such as the New Yam Festival, among others, as the predominant cultural livelihoods. The local farming implements were made of local materials, like stones and wood. They have indigenous crop production, protection, and harvest techniques. The farming tools were economical in terms of labor, affordability, and time savings in the subsistence farming system. The study discovered that cultural livelihoods are 4% very efficient and 56% on the verge of extinction. Analyses of the effect of cultural livelihood show that 78% have a high negative effect on the economic environment, 57% have a moderate negative effect on the social environment, 51% hurt the political environment, and 22% have a low negative effect on the political environment. The intervention of the various tiers of government with the cooperation of the various communities is needed for the provision of a conducive environment for the practice of cultural livelihood, particularly in the aspect of insecurity. Adequate provision of modern equipment, funding, and social welfare services is also recommended to enhance cultural livelihoods.

A078: The Relationship Between Bullied Middle School Students and Depression

Background and Purpose: Being bullied has a negative impact on the psychological health of middle school students, particularly leading to an increase in depressive symptoms. However, physical exercise and family support may play a positive role in alleviating the level of depression among bullied students. This study aimed to explore the moderating effect of physical exercise and family support on depressive symptoms among bullied middle school students. Methods: A survey research design was employed to collect relevant data from bullied middle school students using self-reported questionnaires. The sample comprised N = 476 bullied middle school students (age = 12.25 ± 0.73 years; male = 234, female = 242; only child = 85, non-only child = 391). The levels of being bullied, depression, physical exercise, and family support were assessed through subjective self-report questionnaires. Descriptive analysis, correlation analysis, and regression analysis were conducted using SPSS software with the PROCESS plugin. Additionally, a double moderation structural equation model (Model 3) was constructed. Results: The results indicated a significant positive correlation between bullied and depression levels (r = 0.29, p &lt; 0.001), and a significant negative correlation with family support (r = -0.31, p &lt; 0.001) and physical activity levels (r = -0.13, p &lt; 0.001). After controlling for gender, age, and being an only child, bullied significantly and positively predicted depression levels (β = 0.20, p &lt; 0.001). Furthermore, physical exercise level exhibited a significant negative moderating effect on the relationship between bullied and depression (interaction term between physical activity and bullied: β = -0.14, p &lt; 0.05), indicating that physical exercise can alleviate the depressive symptoms of bullied students. Moreover, family support significantly enhanced the moderating effect of physical activity (interaction term between family support, physical activity, and bullied: β = -0.10, p &lt; 0.05), thus further reducing the depressive symptoms among bullied students. Conclusion: This study revealed the moderating effects of physical exercise and family support on depressive symptoms among bullied middle school students through a double moderation model. The findings suggest that engaging in physical exercise on the basis of family support can alleviate depressive symptoms among bullied students. This research provides guidance for schools and families to promote the psychological well-being of bullied students and reduce the occurrence of depressive symptoms.

Green Technology Innovation and Corporate Reputation: Key Drivers of ESG and Firm Performance

The purpose of this study is to investigate the impact of Environmental, Social, and Governance (ESG) performance and firm performance within China's manufacturing sector, with a novel focus on the mediating effect of green technology innovation and the moderating influence of corporate reputation. Using a 2011-2022 dataset from A-share listed manufacturing companies on the Shanghai and Shenzhen Stock Exchanges, the study employs multiple regression analysis with a two-way fixed-effects model to examine these relationships. Findings indicate that robust ESG practices significantly enhance company performance, mediated by green technological innovation. However, a negative moderating effect of corporate reputation suggests that higher corporate reputation weakens the ESG-financial performance relationship. Further analyses reveal that privately-owned firms, those in China's eastern region, and environmentally sustainable industries benefit most from strong ESG initiatives. This study addresses the challenge of disentangling key variables by analyzing their interconnected effects. The findings fill a gap in the existing literature by contributing to a deeper understanding of the relationship between ESG and corporate success, particularly through the mediating role of innovation and the moderating influence of reputation. Additionally, the study provides practical recommendations for managers and policymakers to enhance ESG strategies, promote growth, and support sustainable development. Doi: 10.28991/ESJ-2024-08-06-021 Full Text: PDF

Performance returns from aligning front-end digital technologies and Just-in-Time practices: empirical findings from the Brazilian manufacturing industry

PurposeThe integration of front-end technologies such as automation, process simulation and augmented reality with Just-in-Time (JIT) practices can yield unforeseen outcomes in manufacturing due to complex dynamics. This study examines this integration’s impact on manufacturing firms' performance.Design/methodology/approachWe design a survey questionnaire and distributed it among 353 Brazilian manufacturing firms to conduct our investigation. We utilize a combination of factorial and regression analyses with moderation within our final sample, composed of 262 manufacturing firms. Our goal is to examine the impact of aligning front-end technologies and JIT on the operational and economic performance of these manufacturing firms. We adopt complexity theory as our theoretical framework, recognizing and accommodating the intrinsic unpredictability and uncertainty inherent in complex scenarios such as technology adoption and its interplay with firm culture, adoption time and technology adoption resistance.FindingsOur findings indicate that JIT influences the use of front-end technologies both positively and negatively. Regarding operational performance, JIT has a positive moderation effect on automation and a negative moderation effect on process simulation. Conversely, for economic performance, JIT positively moderates process simulation and negatively moderates automation.Practical implicationsWe provide empirical evidence for managers to carefully assess the compatibility of technology adoption strategies with existing organizational culture and operational practices to maximize performance outcomes.Originality/valueOur study advances complexity theory by elucidating the impacts of integrating front-end digital technologies with JIT practices within the unique scenario of the Brazilian manufacturing industry. More specifically, our theoretical framework offers a new perspective on the unpredictable nature of performance outcomes regarding technology adoption in operations.

Inward internationalization and cross border acquisitions by emerging economy multinational enterprises: The moderating role of family and institutional ownership

Mergers and acquisitions are a complex and persistent global phenomenon. Theoretical cross-fertilization enhances our understanding of their behavior, especially in different contexts. We use organizational learning theory and institutional logic perspective to hypothesize the direct effect of inward internationalization, the negative moderating effect of family ownership and domestic institutional ownership, and the positive moderating effect of foreign institutional ownership on cross-border acquisitions (CBAs) by emerging economy multinational enterprises (MNEs). Based on data from 199 Indian MNEs over nine years consisting of an unbalanced panel with 1619 observations, our findings supported all the hypotheses except the moderating effects of domestic institutional ownership. Our findings explain that the impact of learning from inward internationalization on CBAs is not similar for all firms; rather, it depends upon ownership groups because of their institutional logic. We have proposed socioemotional wealth logic for family ownership, cautious fosterer logic for domestic institutional ownership, and yield maximizer logic for foreign institutional ownership. Our findings enhance our understanding of firms’ CBA behavior by utilizing theoretical cross-fertilization and examining CBAs in an emerging economy context.

During and after COVID-19: understanding entertainment consumption shifts through habit and customer value perspectives

Purpose As situational changes result in changing consumption patterns, this study aims to understand the entertainment consumption shifts during and after the COVID-19 pandemic lockdown. Particularly, how users’ habits and use behavior have changed and how these constructs subsequently impact their continuance intention has been investigated. The study proposes a research model based on customer value and habit theory. Design/methodology/approach The study proposes a research model based on customer value and habit theory. The data collected during (n = 192) and after (n = 138) COVID-19 situation in the over-the-top (OTT) platforms setting through purposive sampling was analyzed using partial least square structural equation modeling (PLS-SEM). Findings The study elucidates that customer perceived value (utilitarian and hedonic values) impacts habit and continuance intention in different situations: during and after COVID-19. It was also shown that habit partially mediates the influence of utilitarian and hedonic values on continuance intention. Further, the extent of use had a negative moderation effect on the habit-continuance intention relationship during COVID-19 but did not moderate the relationship in the post-COVID-19 situation. Finally, it was demonstrated that the effect of utilitarian value increased, whereas that of hedonic value decreased on the continuance intention of OTT platforms in the after-COVID-19 situation compared to during COVID-19. Practical implications Although set up in the OTT context, the practitioners from other online entertainment services, and any online service in general, may utilize the study findings to reinforce habit and continuance intentions to address unwanted consequences due to situational changes. The study suggests to the OTT service providers ways to facilitate the habit formation of OTT users. The study recommends constant monitoring of the extent of the use of OTT consumers and user engagement tactics for nurturing the OTT consumption habits of heavy users. The recommendations for maintaining and strengthening the perceived value-continuance intention relationship were also made, which would help the OTT service providers immensely. Originality/value The study establishes the mediation effect of habit and the robustness of perceived value in determining continuance intention in varying situations. The results also highlighted the changes in the impact of perceived value and habit on the continuance intention of OTT platforms. The study also advances the literature by demonstrating the differential influence of the extent of use on the habit-continuance intention relationship during and after COVID-19.