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http://dx.doi.org/10.14400/JDC.2020.18.5.105

A Study on the Factors Affecting the Willingness to Pay for OTT Service Users  

Han, Emily (Department of Media and Communication, Chung-Ang University)
Kim, Chan-Won (Department of Media and Communication, Sungkyunkwan University)
Lee, Min-Kyu (School of Media and Communication, Chung-Ang University)
Publication Information
Journal of Digital Convergence / v.18, no.5, 2020 , pp. 105-114 More about this Journal
Abstract
This study explored the factors affecting the willingness to pay of OTT service users. The main results are as follows. First, the perceived usefulness of OTT service users has a positive effect on use satisfaction. Second, perceived playfulness of OTT service users has a positive effect on use satisfaction. Third, the perceived cost of OTT service users has a positive effect on use satisfaction. Fourth, the perceived usefulness of OTT service users has a positive effect on willingness to pay. Fifth, use satisfaction with OTT service has a positive effect on willingness to pay. In summary, the perceived usefulness, perceived playfulness, and perceived cost of OTT service users increase the satisfaction of use, and the perceived usefulness and satisfaction are the key factors for predicting the willingness to pay. This will be meaningful in that it has revealed a path to predict and explain the intention of paid users of OTT service users.
Keywords
OTT service; perceived usefulness; perceived playfulness; perceived cost; willingness to pay;
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Times Cited By KSCI : 6  (Citation Analysis)
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