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http://dx.doi.org/10.15207/JKCS.2022.13.01.167

A Study on the Factors Affecting Users' Willingness to Pay, Flow and Addiction for OTT Service: Focusing on China's OTT Service Platform iQIYI  

Li, Ting-Ting (Department of Digital Design, Kyungsung University)
Bae, Seung-Ju (Kyungsung University)
Lee, Sang-Ho (Department of Digital Design, Kyungsung University)
Publication Information
Journal of the Korea Convergence Society / v.13, no.1, 2022 , pp. 167-178 More about this Journal
Abstract
This study attempted to confirm the effect of the user's characteristics on perceived ease of use, perceived usefulness, willingness to pay, flow and addiction to OTT service platform iQIYI users. Researchers believe that as the number of OTT service users who are willing to pay increases, research on the influencing factors and the cause of addiction is needed. As a result of the study, first, it was found that perceived usefulness affects willingness to pay, second, use intention and willingness to pay affect flow, and third, willingness to pay and flow affect addiction. This study considered that it has theoretical and practical value in that the route to flow and addiction of OTT service users was set and tested with intention to use and pay. Researchers hope that the study will expand in terms of willingness to pay and use experience of OTT services in the future.
Keywords
OTT; Use Intention; Willingness to pay; Flow; Addiction;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
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