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http://dx.doi.org/10.14400/JDC.2021.19.4.217

A Study on Factors affecting OTT Users' Intention to continue using Curation Services  

Lee, Yong-Jun (Department of Media and Communication, Daejin University)
Kim, Won-Je (Graduate School of Culture Management, Sungkyunkwan University)
Publication Information
Journal of Digital Convergence / v.19, no.4, 2021 , pp. 217-225 More about this Journal
Abstract
This study aimed to provide implications required to establish a content strategy by examining the influencing factors affecting the acceptance of curation services for 320 OTT users, and the main results are as follows. First, innovativeness was found to have a positive effect on performance expectations. Second, innovativeness was found to have a positive impact on the effort expectation. Third, performance expectation had a positive effect on the intention to use continuously. Fourth, it was shown that the effort expectation had a positive effect on the intention to use continuously. Fifth, social influence was found to have no significant effect on the intention to use continuously. Sixth, it was found that the facilitating conditions did not significantly affect the intention to use continuously. The above results can be assessed as the higher the OTT users perceive the performance and effort expectations of the curation service, the higher their intention to continue using them. This study is meaningful in that it verified the factors affecting the intention to use the OTT curation service and expanded the UTAUT model.
Keywords
OTT; Curation Service; UTAUT Model; Innovativeness; Intention to Continuously use;
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Times Cited By KSCI : 2  (Citation Analysis)
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