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http://dx.doi.org/10.14400/JDC.2019.17.11.537

A Study on the Factors Influencing Continuous Intention to Use of OTT Service Users: Focused on the Extension of Technology Acceptance Model  

Lee, Min-Kyu (School of Media and Communication, Chung-Ang University)
Kim, Won-Je (Graduate School of Culture Management, Sungkyunkwan University)
Song, Min-Ho (Industry-Academic Cooperation Foundation, Kyonggi University)
Publication Information
Journal of Digital Convergence / v.17, no.11, 2019 , pp. 537-546 More about this Journal
Abstract
This study verified the factors influencing continuous intention to use of OTT service users through technology acceptance model and extension. For this purpose, the main results were derived through correlation analysis and path analysis using SPSS 21.0 program and AMOS 21.0 program. The summary is as follows. First, perceived ease of use was found to have a statistically significant positive effect on perceived usefulness. Second, perceived ease of use did not have a statistically significant effect on continuous intention to use. Third, the perceived usefulness has a statistically significant positive effect on continuous intention to use. Fourth, perceived innovativeness has a statistically significant positive effect on perceived ease of use. Fifth, perceived innovativeness has a statistically significant positive effect on continuous intention to use. Sixth, perceived playfulness has a statistically significant positive effect on continuous intention to use. The above results will be meaningful in that it has revealed a path to understand the extension of the technology acceptance model of OTT services and acceptance of OTT services.
Keywords
OTT service; OTT user; technology acceptance model; continuous intention to use; perceived playfulness;
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