Browse > Article
http://dx.doi.org/10.7469/JKSQM.2022.50.1.105

A Study on the Factors Affecting the Continuous Intention to Use Digital Content Over-the-Top Service  

An, Sunju (Department of Business Administration, Graduate School of Soongsil University)
Seo, Jay (Department of Business Administration, Graduate School of Soongsil University)
Choi, Jeongil (College of Business Administration, Soongsil University)
Publication Information
Journal of Korean Society for Quality Management / v.50, no.1, 2022 , pp. 105-124 More about this Journal
Abstract
Purpose: The purpose of this study is to examine the factors that influence the pre-use expectation and the continuous usage intention of the OTT services. Methods: For empirical analysis, the survey for this study was administered with many anonymous people who had previously used any of the OTT services and valid 192 data were analyzed by SPSS and PLS-SEM. Results: The results of this study are as follows. Personalization and understandability in the information quality didn't significantly affect confirmation. Ease of use and search of the system quality significantly affected confirmation. Also, it was found that content diversity, content recency, and content playfulness as the characteristics of the content quality significantly affected the expectation confirmation. OTT service fees also significantly affected the expectation confirmation. It also significantly affected perceived usefulness and satisfaction. Finally, satisfaction positively influenced the continuouse intention to use. Conclusion: The findings of this empirical analysis shows that the specific characteristics related to the relationship of expectation confirmation, perceived usefulness, satisfaction, and continuous usage intention with respect to OTT services through the Post Acceptance Model (PAM). Because system quality, content quality, and service fees meeted users' expectations, OTT services need a strategy that can boost the users' positive perceptions or experiences by reinforcing these three factors.
Keywords
Content Quality Characteristics; Continuous Intention to Use; Expectation Confirmation; Information System Quality; OTT(Over-the-Top) Service; Satisfaction;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 Delone, W. H. and McLean, E. R. 2003. The DeLone and McLean Model of Information Systems Success: A Ten-year Update. Journal of Management Information Systems 19(4):9-30.   DOI
2 Hair Jr, J. F., Sarstedt, M., Hopkins, L., and Kuppelwieser, V. G. 2014. Partial Least Squares Structural Equation Modeling (PLS-SEM). European Business Review 26(2):106-121.   DOI
3 Oh, Jongchul. 2007. A Study on Decision Making Process of Impulsive Buying in Digital Contents. PhD diss., Kyonggi University.
4 Oliver, R. L. 1980. A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research 17(4):460-469.   DOI
5 Oliver, R. L. and Swan, J. E. 1989. Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: a Field Survey Approach. Journal of Marketing 53(2):21-35.   DOI
6 Pitt, L. F., Watson, R. T. and Kavan, C. B. 1995. Service Quality: a Measure of Information Systems Effectiveness. MIS Quarterly 19(2):173-187.   DOI
7 PwC. 2019. Global Entertainment & Media Outlook 2019-2023 - Getting Personal Putting the Me in Entertainment and Media -. PwC.
8 PwC. 2020. Perspectives From the Global Entertainment & Media Outlook 2020-2024 - Pulling the Future Forward The Entertainment and Media Industry Reconfigures amid Recovery -. PwC.
9 Regan, L. and Rai, R. 2002. Thrombophilia and Pregnancy Loss. Journal of Reproductive Immunology 55(1-2):163-180.   DOI
10 Qu, Min and Kim, Eunhee. 2019. A Study on Factors Influencing the Continuous Use Intention of Mobile Easy Payment Service: Integration of Information System Post Acceptance Model and Value Model 28(1):155-181.   DOI
11 Rho, Donghwan. 2018. A Study on Niche Analysis of the Competitive Relationship among Types of Business in Domestic OTT Service Market. PhD diss., Chungang University.
12 Sanchez, G. 2013. PLS Modeling with R, Trowchez Editions, Berkeley, http://www.gastonsanchez.com/PLS_Path_Modeling_with_R.pdf.
13 Seo, Kiman. 2011. Understanding and Prospects of OTT Service. Broadcasting and Media Magazine 16(1):91-101.
14 Hong, Liyoo and Jeong, Buhyon. 2000. A Comprehensive Model for Evaluating Internet Web Sites. The Korean Operations Research and Management Science Society 17(3):161-180.
15 Chang, Y. P. and Zhu, D. H. 2012. The Role of Perceived Social Capital and Flow Experience in Building Users' Continuance Intention to Social Networking Sites in China. Computers in Human Behavior 28(3):995-1001.   DOI
16 Davis, F. D. 1989. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly 13(3):319-340.   DOI
17 Dodds, W. B., Monroe, K. B. and Grewal, D. 1991. Effects of Price, Brand, and Store Information on Buyers' Product Evaluations. Journal of Marketing Research 28(3):307-319.   DOI
18 Kano, N. 1984. Attractive Quality and Must-be Quality. Hinshitsu Quality. The Journal of Japanese Society for Quality Control 14(2):39-48.
19 Kim, Dongkil. 2018. A Study on Consumers Preferences Reflecting Hierarchical Characteristicsof OTT Service - Focused on the Relative Importance of the Domestic OTT Service Attributes -. PhD diss., Gangneung Wonju National University.
20 Kim, Misun. 2010. A Study on the IPTV Use Perception and Factors Influencing IPTV Adoption. Korean Association for Communication & Information Studies 52:177-202.
21 Lee, Jungwoo and Lee, Seyoon. 2009. Developing Price Response Functions for Internet Content Services. The Jounal of Society for e-Business Studies 14(1):93-120.
22 Wixom, B. H. and Todd, P. A. 2005. A Theoretical Integration of User Satisfaction and Technology Acceptance. Information Systems Research 16(1):85-102.   DOI
23 Lee, Yongkyun and Lee, Minwoo. 2006. The Role of Satisfaction, Trust, and Commitment in the Relationships between Information Quality of Web Sites and Customer e-Loyalty. Journal of Industrial Economics and Business 19(6):2367-2386.
24 Oh, Eunhae, Kim, Changsu, and Jung, Jaijin. 2009. The Influence of the Characteristics of Digital Contents on the Usage Intention: Focusing on the Customer Types. DAEHAN Association of Business Administration, Korea 22(1):329-367.
25 Jin, Dongwook. 2007. An Empirical Study on the Influencing Factors of Mobile Internet Service Adoption. PhD diss., Kwangwoon University.
26 Lee, Dongseon, Lim, Daehyun, Kim, Kyonghwan, and Choi, Jeongil. 2020. The Effect of Virtual Reality Content Production Types on Customer Satisfaction. Journal of Korean Society for Quality Management 48(3):433-451   DOI
27 Sim, Wanjun. 2019. A Study on the Effects of Quality Factors of Subscription-based Platform on Continuous Subscription Intention through Perceived Value - Focusing on Digital Content Services -. PhD diss., Kumoh National Institute of Technology.
28 Umphrey, D. 1989. A Comparison of Cable Disconnecters and Subscribers. Journalism Quarterly 66(3):628-779.   DOI
29 Van der Heijden, H. 2004. User Acceptance of Hedonic Information Systems. MIS Quarterly 28(4):695-704.   DOI
30 Wang, Y. and Fesenmaier, D. R. 2004. Towards Understanding Members' General Participation in and Active Contribution to an Online Travel Community. Tourism Management 25(6):709-722.   DOI
31 Yoo, Jihun and Park Jooyeun. 2018. A Study on the Factors Influencing Continuous Usage Intention based on OTT Service User. Journal of Broadcasting and Telecommunications Research 102:46-79.
32 Yoon, Cheolho and Kim, Sanghoon. 2014. A Tutorial on PLS Structural Equating Modeling using R: (Centering on) Exemplified Research Model and Data. Information Systems Review 16(3):89-112.   DOI
33 Yoon, Jieun. 2006. A Study on Users' Perception Digital Contents Traits and Intention. PhD diss., Kyonggi University.
34 Kim, B. 2010. An Empirical Investigation of Mobile Data Service Continuance: Incorporating the Theory of Planned Behavior Into the Expectation-Confirmation Model. Expert Systems with Applications 37(10):7033-7039.   DOI
35 Hwang, Jinsuk. 2020. A Study on the Influence of Consumers' Continuous Use Intention on Beauty Contents of Social Media System. PhD diss., Soongsil University.
36 Jeen, Sungkwang, Kim, Seog, and Choi, Jeongil. 2021. A Study on Factors Affecting Intention to Use Connected Cars. Journal of Korean Society for Quality Management 49(3):359-374.   DOI
37 Jo, Sungkey. 2018. A Study on the Factors Influencing the Pay-TV Users' Intention to Retain Monthly Movie Subscription VOD. PhD diss., Seoul National University of Science and Technology.
38 Park, Jinhee, Kim, Jaibeom, Ahn, Hosung, and Kim, Jongdeok. 2010. An Exploratory Study on the Influence of Intuitive Understanding on the Communicability of Social Networking Services - A Case of Twitter -. The HCI Society of Korea, 597-600.
39 Seo, Inhee and Choi, Jeongil. 2017. A Study of Effect of OTT Service on Performance of Multichannel Video Programming Distributor. Proceedings of Korea Academic Society of Business Administration, 1816-1822.
40 Kang, Sungmin and Choi, Yongsoek. 2005. The Study on the Website Evaluation Model of Digital Content Distribution. Korea Business Review 9(1):225-250.
41 Kim, Daehan and Park, Namkee. 2016. Effects of OTT Service Users Use Motivations on Satisfaction and Intention of Continued Use. Journal of Broadcasting and Telecommunications Research 93:77-110.
42 Kim, Jakyung. 2004. The Effects of Customer Satisfaction and Switching Barrier on Customer Loyalty in the Multichannel TV Service Market in Korea. Korean Association for Broarding & Telecommunication 18(3):175-231.
43 Kim, Minkyung. 2017. Suggestion of the Direction and Strategy of OTT Service in Korea - Focusing on the Example of Netflix America -. Korean Institute of Information Technology 2017:63-67.
44 Kim, Youngju. 2015. Impact of OTT Service on the Content Creation, Distribution and Consumption. Studies of Broadcasting Culture 27(1):75-102.
45 An, Daechun and Kim, Sanghoon. 2008. A Path Analysis of Consumer Responses to the Corporate Website of Korean Air. Journal of Communication Science 8(3):314-346.
46 Bae, Ji Hyun, Park, Jihye, Lee, Hanna, and Choi, Jeongil. 2019. A Study of Factors Affecting Intention to Use of Using Technology-based Self-services for Smart Airport. Journal of Korean Society for Quality Management 47(4):795-806.   DOI
47 Bae, Sungpil. 2021. A Study on the Trend of Digital Content Industry, Industry Promotion Research 6(2):1-10.   DOI
48 Chua, A. Y. and Goh, D. H. 2010. A Study of Web 2.0 Applications in Library Websites. Library & Information Science Research 32(3):203-211.   DOI
49 Hair Jr, J. F., Hult, G. T. M., Ringle, C., and Sarstedt, M. 2016. A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications: California.
50 Kwak, Euna and Choi, Jinho. 2019. An Analysis of User's Perception Regarding Service Attributes and Competitive Relationship among OTT Services in the Korean Market. Broadcasting & Communication 20(2):121-169.
51 BEREC. 2016. Report on OTT Services. Available: http://berec.europa.eu/eng/document_register/subject_matter/berec/download/0/5751-berecreport-on-ott-services_0.pdf.
52 Bhattacherjee, A. 2001. Understanding Information Systems Continuance: An Expectation-Confirmation Model. MIS Quarterly 25(3):351-370.   DOI
53 Chung, J. Y. and Buhalis, D. 2008. Information Needs in Online Social Networks, Information Technology & Tourism 10(4):267-281.   DOI
54 DeLone, W. H. and McLean, E. R. 1992. Information Systems Success: The Quest for the Dependent Variable. Information Systems Research 3(1):60-95.   DOI
55 Lin, C. S., Wu, S., and Tsai, R. J. 2005. Integrating Perceived Playfulness into Expectation-Confirmation Model for Web Portal Context. Information & Management 42(5):683-693.   DOI
56 Moon, Jeeyoung and Park, Chunll. 2015. An Analysis of Competitive Factors and Strategies that Determine Performance of OTT Business. Broadcasting & Communication 16(2):5-36.
57 Oh, Wongyo. 2020. Effects of Digital Contents Subscription Service Characteristics on Relational Performance - Focused on the Relationship Quality Framework -. PhD diss., Cheongju University.
58 Park, Jieun. 2020. A Study on the Effect of the QoE(Quality of Experience) on Selection of Subscription Model in Using OTT service. MA diss., Korea University.