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http://dx.doi.org/10.17703/JCCT.2022.8.4.331

Impact of Gratifications Obtained on Behavioral Intention Watching OTT Services  

Song, Keun-Tae (Dept. of Broadcasting, Daekyeung University)
Publication Information
The Journal of the Convergence on Culture Technology / v.8, no.4, 2022 , pp. 331-338 More about this Journal
Abstract
The purpose of this study is to examine the effect of Gratifications Obtained (GO) on behavioral intention targeting Over-the-Top (OTT). The study chooses quality of content, variety of content, leisure activity, entertainment, the convenience of watching, and reasonable rate ratio as factors of GO. The number of subjects for the research is 330 people aged from their twenties to thirties in Daegu and Gyeongbok province. This study employs multi-regression analysis to analyze the impacts of GO on behavioral intention. The analysis shows that quality of content and variety of content influence behavioral intention at a significance level of 0.01, and entertainment and the convenience of watching influence at a significance level of 0.05.
Keywords
Uses and Gratifications Theory; Gratifications Obtained; Behavioral Intention; Over-the-Top(OTT); Media;
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