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http://dx.doi.org/10.7472/jksii.2017.18.6.93

A Study on Factors Influencing User's Satisfaction of OTT Service  

Lee, heesung (Dept. of Media and Communication, Dongguk University)
Jin, Haiyan (Dept. of Media and Communication, Dongguk University)
Hwang, HaSung (Dept. of Media and Communication, Dongguk University)
Publication Information
Journal of Internet Computing and Services / v.18, no.6, 2017 , pp. 93-100 More about this Journal
Abstract
In multi-media, multi-channel era, video viewing using various digital devices via the Internet, not the existing broadcasting network, is emerging as a new broadcasting viewing behavior. OTT service is regarded as the main service of this change of viewing behavior. It is a video service that can seamlessly use any content desired by the user at any time, at any time, any device, any contents, if the Internet connection is available. The purpose of this study is to investigate the factors affecting the satisfaction of OTT service by applying the technology acceptance model (TAM). As a result of analyzing through 303 questionnaires of the early users of OTT service, social pressure, perceived popularity, perceived cost, user reputation, individual innovation, and esthetics set as external factors in this study are partially affects perceived usefulness, perceived ease of use, and perceived enjoyment. In addition, perceived usefulness, ease of use, and enjoyment are directly influencing satisfaction. Based on these results, we discuss the theoretical and practical implications and propose future research direction.
Keywords
OTT service; TAM; user satisfaction;
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