Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of OTT Characteristics on Perceived Value, User Satisfaction and Continuous Use Intention in OTT: Focusing on the Moderating Effect of Hedonic Innovativeness

OTT 특성이 지각된 가치, 사용자만족 및 OTT 지속이용의도에 미치는 영향 - 쾌락적 혁신성 조절효과를 중심으로

  • Park, Hyunsun (School of Business Administration, Kyungpook National University) ;
  • Kim, Sanghyun (School of Business Administration, Kyungpook National University) ;
  • Sohn, Changyong (School of Business Administration, Kyungpook National University)
  • Received : 2021.12.28
  • Accepted : 2022.03.20
  • Published : 2022.03.28
Download PDF
⟨ Previous Next ⟩

Abstract

As people spend more time indoors due to the COVID-19 pandemic situation, content consumption is increasing, leading to the rapid demand for Over The Top(OTT) services. Thus, this study attempted to verify impacts of OTT traits on the value, satisfaction, and continuous use intention perceived by users. Through the survey, 437 responses were collected, and analysis was conducted using AMOS 26.0. Results found that the traits of OTT service had a positive effect on perceived value that had a positive effect on user satisfaction and continuous use intention. User satisfaction was also found to have a positive effect on the intention to continue using OTT services. Moreover, hedonic innovation moderated the relationships between OTT traits and perceived value with exception of ubiquity. The findings provide valuable information for OTT service providers in understading users' behaviors.

코로나19 팬데믹 상황으로 사람들이 실내에서 보내는 시간이 늘어남에 따라 콘텐츠 소비가 증가하고, OTT(Over The Top) 서비스에 대한 수요도 급증하고 있다. 따라서, 본 연구에서는 OTT 서비스의 특성이 사용자가 지각하는 가치, 만족도, 지속적 이용의도에 어떠한 영향을 미치는지 실증분석을 통해 검증하고자 하였다. 설문조사를 통해 437개의 응답을 수집하였고, AMOS 26.0을 이용하여 분석하였다. 그 결과, OTT 서비스의 특성은 지각된 가치에 정(+)의 영향을 미치고, 지각된 가치는 사용자 만족도와 지속적인 이용의도에 정(+)의 영향을 미치는 것으로 나타났다. 이용자 만족도 역시 OTT 서비스를 계속 이용하려는 의도에 정(+)의 영향을 미치는 것으로 나타났다. 또한, OTT 서비스 특성과 지각된 가치 간의 관계에서 쾌락적 혁신은 편재성을 제외한 다른 모든 관계를 강화하는 것으로 나타났다. 본 연구 결과는 OTT 서비스 제공자가 사용자의 행동을 이해하는데 있엉 중요한 정보를 제공해 주고 있다.

Keywords

References

  1. W. J. Park., J. H. Lee & J. M. Park. (2020). Changes in Media Use and Content Market due to COVID-19. Media Issue & Trend, 33, 42-51.
  2. G. S. Yu. (2020). Changes in the Media Market due to COVID-19 Crisis. Media Issue & Trend, 31, 58-73.
  3. Y. J. Kim & H. Kim. (2019). A Study on the Effects of Site Quality, Trust, and Habit on User Continuance Intention in OTT Service Site. Journal of Internet Electronic Commerce Research, 19(4), 99-120. DOI : 10.37272/JIECR.2019.08.19.4.99
  4. Y. C. Ou & J. H. Cho. (2017). A Study on the Satisfaction and Continuance Usage Intention of Netflix - Cross-National Comparisons of Korean and Taiwanese Users. Korean Journal of Journalism & Communication Studies, 61(5), 341-375. DOI : 10.20879/kjjcs.2017.61.5.011
  5. J. H. Yoo & J. Y. Park. (2018). A Study on the Factors Influencing Continuous Usage Intension based on OTT Service User. Journal of Broadcasting and Telecommunications Research, 46-79.
  6. M. K. Lee, W. J. Kim & M. H. Song. (2019). A Study on the Factors Influencing Continuous Intention to Use of OTT Service Users: Focused on the Extension of Technology Acceptance Model. Journal of Digital Convergence, 17(11), 537-546. DOI : 10.14400/JDC.2019.17.11.537
  7. Y. J. Lee & W. J. Kim. (2021). A Study on Factors affecting OTT Users' Intention to continue using Curation Services. Journal of Digital Convergence, 19(4), 217-225. DOI : 10.14400/JDC.2021.19.4.217
  8. S. J. Choi & S. H. Han. (2021). Effect of Motivations on the Use of OTT Services and Consumption Value on Consumers' Satisfaction and Intentions for Continued Use. Consumer Policy and Education Review, 17(2), 61-88. DOI : 10.15790/cope.2021.17.2.061
  9. Korea Communication Agence. (2020). A Study on Planning and Composition of OTT Video Service Survey.
  10. S. Nagaraj, S. Singh & Yasa, V. R. (2021). Factors Affecting Consumers' Willingness to Subscribe to Over-The-Top(OTT) Video Streaming Services in India. Technology in Society, 65, 1-7.
  11. Y. J. Kim. (2015). Impact of OTT Service on the Content Creation, Distribution and Consumption. Studies of Broadcasting Culture, 27(1), 75-102. DOI : 10.22854/sbc.2015.27.1.75
  12. H. J. You. (2020). The Comparative Study on the Behavior Characteristics Influencing the Usage of OTT Services. The E-Business Studies, 21(1), 55-72. DOI : 10.20462/TeBS.2020.02.21.1.55
  13. A. Yousaf, A. Mishra, B. Taheri & M. Kesgin. (2021). A Cross-Country Analysis of the Determinants of Customer Recommendation Intentions for Over-The-Top Platforms. Information & Management, 58, 1-13.
  14. D. H. Kim & N. K. Park. (2016). Effects of OTT Service Users Use Motivations on Satisfaction and Intention of Continued Use. Journal of Broadcasting and Telecommunications Research, 77-110.
  15. Y. S. Cho. (2011). Competitive Landscape Toward Smart TV in U.S. and S.Korea. Korean Journal of Broadcasting and Telecommunication Studies, 25(5), 233-266.
  16. S. H. Cho & D. H. Chung. (2017). Factors Influencing Users' Intentions to Use VOD or Real Time Broadcasting of OTT Service. International Telecommunications Policy Review, 24(4), 29-64.
  17. W. B. Dodds & K. B. Monroe. (1985). The Effect of Brand and Price Information on Subjective Product Evaluations. Advances in Consumer Research, 12, 85-90.
  18. R. B. Woodruff. (1997). Customer Value: The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science, 25(2), 139. https://doi.org/10.1007/BF02894350
  19. J. N. Sheth. B. I. Newman & B. L. Gross. (1991). Why We Buy What We Buy: A Theory of Consumption Values. Journal of Business Research, 22(2), 159-170. https://doi.org/10.1016/0148-2963(91)90050-8
  20. S. H. Nam. (2021). A Study on the Expectancy and Gratification of OTT Service by Content Diversity: Focusing on Wavve Service. The Journal of Humanities and Social science, 12(4), 2887-2902. DOI http://dx.doi.org/10.22143/HSS21.12.4.205
  21. A. Parasuraman & D. Grewal. (2000). The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28(1), 168-174. https://doi.org/10.1177/0092070300281015
  22. P. Richardson, A. Jain & A. Dick. (1996). Househod Store Brand Proneness: A framework. Journal of Retailing, 72(2), 159-185. https://doi.org/10.1016/S0022-4359(96)90012-3
  23. V. A. Zeithaml. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/10.2307/1251446
  24. J. H. Han & T. S. Moon. (2013). An Empirical Study on Perceived Value and Perceived Enjoyment of IPTV Service and Continuous Intention to Use. The Journal of Internet Electronic Commerce Research, 12(2), 125-147.
  25. H. Kim, H. Chan & S. Gupta. (2007). Value-based Adoption of Mobile Internet: An Empirical Investigation. Decision Support Systems, 43, 111-126. https://doi.org/10.1016/j.dss.2005.05.009
  26. R. A. Westbrook & M. D. Reilly. (1983). Value-Percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction. ACR North American Advances, 10, 256-261.
  27. E. A. Locke. (1967). Relationship of Success and Expectation to Affect on Goal-Seeking Tasks. Journal of Personality and Social Psychology, 7(2), 125-34. https://doi.org/10.1037/h0024970
  28. P. Kotler. (2000). Marketing Management: Analysis, Planning, Implementation, and Control-The Millennium Ed. New Jersey: Prentice-Hall Inc.
  29. R. L. Oliver. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.2307/3150499
  30. R. T. Rust & R. L. Oliver. (1994). Service Quality: Insights and Managerial Implications from the Frontier. Sage Publications. 1-19.
  31. R. E. Anderson. (1973). Consumer Dissatisfaction: The Effect of Disconfirm Expectancy on Perceived Product Performance. Journal of Marketing Research, 10(2), 38-44. https://doi.org/10.1177/002224377301000106
  32. A. Bhattacherjee. (2001). Understanding Information Systems Continuance. An Expectation-Confirmation Model. MIS Quarterly, 25(3), 351-370. https://doi.org/10.2307/3250921
  33. J. Y. Yi & B. S. Chon. (2020). Determinants of User Satisfaction and the Intention to Use OTT Service. Korean Journal of Broadcasting and Telecommunication Studies, 34(4), 116-144. https://doi.org/10.22876/KAB.2020.34.4.004
  34. Y. S. R. Kim & S. J. Lee. (2021). An Exploratory Study on the User Characteristics of OTT Service. Advertising Research, 128, 35-68. https://doi.org/10.16914/ar.2021.128.35
  35. E. M. Rogers, (1995). Diffusion of Innovations: Modifications of a Model for Telecommunications. In Die Diffusion Von Innovationen in der Telekommunikation, 25-38.
  36. D. F. Midgley & G. R. Dowling. (1978). Innovativeness: The Concept and Its Measurement. Journal of Consumer Research, 4(4), 229-242. https://doi.org/10.1086/208701
  37. B. Vandecasteele & M. Geuens. (2010). Motivated Consumer Innovativeness: Concept, Measurement, and Validation. International Journal of Research in Marketing, 27(4), 308-318. https://doi.org/10.1016/j.ijresmar.2010.08.004
  38. Y. H. Jung, B. Perez-Mira & S. Wiley-Patton. (2009). Consumer Adoption of Mobile TV: Examining Psychological Flow and Media Content. Computers in Human Behavior, 25(1), 123-129. https://doi.org/10.1016/j.chb.2008.07.011
  39. I. H. Hwang & S. H. Kim. (2019). Information Security of Organization and Employees in Social Exchange Perspective: Using Structure-Conduct-Outcome Framework. The Journal of Information Systems, 28(4), 105-129. DOI : 10.5859/KAIS.2019.28.4.105
  40. J. C. Nunnally. (1978). Psychometric Theory (2nd). New York: McGraw-Hill.
  41. B. H. Wixom & H. J. Watsom. (2001). An Empirical Investigation of the Factors Affecting Data Warehousing Success. MIS Quarterly, 25(1), 17-41 https://doi.org/10.2307/3250957
  42. C. Fornell & D. F. Larcker. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.2307/3150980