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http://dx.doi.org/10.14400/JDC.2022.20.5.513

Impact of the User Experience on OTT services on Continuous Use Intention: Mainly focusing on the Use Satisfaction Mediating Effect  

Youm, Dongsup (Dept. of Advertising & Public Relations Communications, The Mokwon University)
Publication Information
Journal of Digital Convergence / v.20, no.5, 2022 , pp. 513-523 More about this Journal
Abstract
Generally, people act to use Information Technology on the premise of their experience in using various Information Technology. Namely, users perceive Information Technology through their User Experience, and these User Experiences can be said to impact Continuous Use Intention of the Information Technology. Based on this condition, the present study was proceeded to investigate the User Satisfaction's Mediating effect in the relationship between User Experience and Continuous Use Intention of the OTT services. For this purpose, 195 male and female college students' survey data were used for analysis, verified through the SPSS Process Macro. As a result of the analysis, not only the Reliability experience for the OTT services but also the Usability, Convenience, and Pleasurable experiences' User Experiences were verified that Use Satisfaction was Fully Mediating in relation to Continuous Use Intention. This result gives an implication that the importance of User Experience and Use Satisfaction in maintaining customers through continuous use of OTT services are worth noting. Overall, the present study increased the customer utility for OTT services and confirmed the importance of User Experience and Use Satisfaction in order to increase the competitiveness of the company. Also, it proposed a direction for an in-depth future research to develop this study.
Keywords
OTT Service; User Experience; User Satisfaction; Continuous Use Intention; Mediating Effect;
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