Video-on-demand (V-o-D) service is quickly establishing its presence in the online entertainment sector. Therefore, it becomes imperative to understand the parameters used by consumers to evaluate V-o-D service quality. Though the service literature has an ample of studies discussing the service...

This study aims to examine effects of consumer confusion proneness on two consumer behavior variables, word of mouth and buying decision, in a confusion prone product market like smartphone and mobile applications (app). Additionally, the study examines the moderating influence of a personality...