디지털콘텐츠 OTT서비스의 지속사용의도에 영향을 미치는 주요 요인에 관한 연구A Study on the Factors Affecting the Continuous Intention to Use Digital Content Over-the-Top Service
- Other Titles
- A Study on the Factors Affecting the Continuous Intention to Use Digital Content Over-the-Top Service
- Authors
- 안선주; 서재이; 최정일
- Issue Date
- Mar-2022
- Publisher
- 한국품질경영학회
- Keywords
- Content Quality Characteristics; Continuous Intention to Use; Expectation Confirmation; Information System Quality; OTT(Over-the-Top) Service; Satisfaction
- Citation
- 품질경영학회지, v.50, no.1, pp.105 - 124
- Journal Title
- 품질경영학회지
- Volume
- 50
- Number
- 1
- Start Page
- 105
- End Page
- 124
- URI
- http://scholarworks.bwise.kr/ssu/handle/2018.sw.ssu/42227
- DOI
- 10.7469/JKSQM.2022.50.1.105
- ISSN
- 1229-1889
- 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.
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