What Determines Attitude and Intention Toward Continuous Usage of Fantasy Cricket Apps? Evidence From Cricket-Loving Country

Manisha Saini, Vinay Sharma, Pankaj Kumar, Pardeep Ahlawat, Anil Khurana, Sapna Rana, Department of Management Studies, Deenbandhu Chhotu Ram University of Science and Technology, Institute of Management Studies and Research, Maharshi Dayanand University, School of Management and Commerce, K R Mangalam University

Communication & Sport

Published online on May 03, 2025

Abstract

Communication & Sport, Volume 14, Issue 4, Page 1486-1520, August 2026.
The present study aims to examine the determinants of users’ attitude and behavioral intention (BI) toward continuous usage of fantasy cricket apps (FCA) based on the theory of planned behavior (TPB) as a research framework. Applying a non-probabilistic ...