해외OTT 서비스 이용자의 성향에 따른 만족과 지속사용의도간의 관계 연구A Study on the Relationship between Satisfaction and Intention of Continuous Use according to the Tendency of Overseas OTT Service Users
- Other Titles
- A Study on the Relationship between Satisfaction and Intention of Continuous Use according to the Tendency of Overseas OTT Service Users
- Authors
- 김혜란
- Issue Date
- Aug-2023
- Publisher
- 한국무역통상학회
- Keywords
- OTT service; User; Satisfaction; Intention of continuous use
- Citation
- 무역통상학회지, v.23, no.4, pp.271 - 286
- Journal Title
- 무역통상학회지
- Volume
- 23
- Number
- 4
- Start Page
- 271
- End Page
- 286
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/31611
- ISSN
- 1738-4354
- Abstract
- This study aims to study the effect and role of OTT service user tendencies on satisfaction and intention to continue using them. An online survey was conducted to verify the research model and hypothesis set in this study, and 280 valid responses were collected, and the responses were used to verify the hypothesis. The analysis results showed that user propensity consisted of four dimensions, functional pursuit, pleasure pursuit, social value pursuit, and cost reduction pursuit, and user propensity had a positive effect on satisfaction and continuous use intention. Among user tendencies, function-seeking tendencies showed the greatest influence on satisfaction, while reduction-seeking showed the weakest influence. Research results provided strategic implications for academic contributions and video service competition in that they identified differences in user tendencies in the field of OTT service-related research.
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Collections - College of Business Management > Global Business Administration Major > 1. Journal Articles
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