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While the digitalization of products and services in the entertainment industry has gained momentum in the last decades, online theater streaming is a relatively new phenomenon boosted by the COVID-19 restrictions, which created new market opportunities—and demand—for theaters’ online presence. This study investigates a new online platform providing theater streaming services in Hungary from a customer-centric, technology acceptance point of view. The survey-based study is designed to examine which factors of the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model are—and were—relevant in the under-researched live performance art sector of the digital entertainment industry under the unprecedented, coercive conditions of pandemic lockdowns. The results of the partial least squares structural equation modeling (PLS-SEM) show that habit is the most influential factor of theater webcasting adoption (before hedonic motivations and price value), suggesting that the new habits formed during the COVID-19 lockdowns might serve as a basis of a sustainable digital business model for theatres in the post-pandemic era as well. The analysis also tested for potential generational differences between cohorts of users, finding no significant ones, which suggests that, under this specific set of social, technology and market conditions, all generations react similarly and are equally relevant for widening the customer base. Keeping in mind some limitations (self-reported and cross-sectional data), these empirical results can not only enrich the scientific body of knowledge but can also serve as the basis of future marketing and communication strategies developed by partitioners.

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Bled eConference, organized by University of Maribor, Faculty of Organizational Sciences, has been shaping electronic interactions since 1988. Bled eConference is the oldest, most traditional and well renowned conference in the field with more than 30 years of tradition. The theme of this year's conference is dedicated to "Digital Transformation -Meeting the Challenges".The evolution of digital technologies and solutions has significantly impacted the way in which business is conducted and have big implications on our lives. Nowadays digital economy calls for transformation of businesses, governments, education and societies as whole. It also calls for enabling policies and politics for cross border and global digital business.In this year's conference, we address various aspects of digital transformation and provide directions and guidelines for organizations to meet and overcome these challenges on their way towards successful digital transformation. Themes covered in the papers of these proceedings are focused on: digital transformation; business model innovation; blockchain and social media; big data, data science, and decision support systems; ehealth, digital wellness and wellbeing; new applications and organizational models; and novel approaches and cases in education in digital economy.

Abstract-E-government development in most European