The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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A Study on the Precedent Factors of WOM Intention in the Context of OTT Service: Focusing on Emotional Factors

OTT 서비스 이용자의 구전의도에 영향을 미치는 요인에 관한 연구: 감정요인을 중심으로

  • 김유정 (호서대학교 경영대학교 디지털기술경영학과)
  • Received : 2023.05.16
  • Accepted : 2023.06.09
  • Published : 2023.06.30
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Abstract

Purpose According to a recent survey, more than 90% of customers make purchase or use decisions for their products and services, primarily based on word-of-mouth(WOM) information (reviews, recommendations, ratings, etc.). However, few studies have explored what factors influence user's WOM intention in the context of OTT service. To address this gap, this study investigates the antecedent factors of WOM intention by adopting stimulus-organism-response (SOR) theory and pleasure arousal dominance (PAD) theory as a theoretical basis. Design/methodology/approach The research model consists of stimulus factors (diversity of original content, aesthetics, interactivity, personalization quality), emotional factors (pleasure, excitement, dominance), and behavioral factor (WOM intention). The research hypothesis was tested using the survey data collected from OTT service users of 305. Findings The result reveals that diversity of original content significantly affects on pleasure and arousal whereas it is not associated with dominance. Findings indicate that aesthetics positively influences pleasure, and interactivity is not associated with arousal. It is also proven that personalization quality has a positive effect on dominance. In addition, pleasure, arousal, and domination are proven to be positively and significantly related to WOM intention.

Keywords

References

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