Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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A Study on the Factors Affecting the Continuous Intention to Use Digital Content Over-the-Top Service

디지털콘텐츠 OTT서비스의 지속사용의도에 영향을 미치는 주요 요인에 관한 연구

  • An, Sunju (Department of Business Administration, Graduate School of Soongsil University) ;
  • Seo, Jay (Department of Business Administration, Graduate School of Soongsil University) ;
  • Choi, Jeongil (College of Business Administration, Soongsil University)
  • 안선주 (숭실대학교 대학원 경영학과) ;
  • 서재이 (숭실대학교 대학원 경영학과) ;
  • 최정일 (숭실대학교 경영학부)
  • Received : 2022.02.03
  • Accepted : 2022.02.19
  • Published : 2022.03.31
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Abstract

Purpose: The purpose of this study is to examine the factors that influence the pre-use expectation and the continuous usage intention of the OTT services. Methods: For empirical analysis, the survey for this study was administered with many anonymous people who had previously used any of the OTT services and valid 192 data were analyzed by SPSS and PLS-SEM. Results: The results of this study are as follows. Personalization and understandability in the information quality didn't significantly affect confirmation. Ease of use and search of the system quality significantly affected confirmation. Also, it was found that content diversity, content recency, and content playfulness as the characteristics of the content quality significantly affected the expectation confirmation. OTT service fees also significantly affected the expectation confirmation. It also significantly affected perceived usefulness and satisfaction. Finally, satisfaction positively influenced the continuouse intention to use. Conclusion: The findings of this empirical analysis shows that the specific characteristics related to the relationship of expectation confirmation, perceived usefulness, satisfaction, and continuous usage intention with respect to OTT services through the Post Acceptance Model (PAM). Because system quality, content quality, and service fees meeted users' expectations, OTT services need a strategy that can boost the users' positive perceptions or experiences by reinforcing these three factors.

Keywords

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