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http://dx.doi.org/10.14400/JDC.2022.20.3.169

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

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)
Publication Information
Journal of Digital Convergence / v.20, no.3, 2022 , pp. 169-180 More about this Journal
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.
Keywords
OTT Service; Continuous Intention; Perceived Value; User Satisfaction; Hedonic Innovativeness;
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