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The Effect of Over The Top (OTT) Service Platform Characteristics on Consumer Satisfaction and Continuous Usage Intention

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  • 발행기관
    한국콘텐츠산업학회 바로가기
  • 간행물
    콘텐츠와산업 KCI 등재후보 바로가기
  • 통권
    제5권 제2호 (2023.05)바로가기
  • 페이지
    pp.1-7
  • 저자
    Kim, Nayeon, Kim, Woohyuk
  • 언어
    영어(ENG)
  • URL
    https://www.earticle.net/Article/A431093

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초록

영어
The purpose of this study was to examine which attributes affect consumer satisfaction and continuous usage intention by reflecting the characteristics of various OTT service platforms that are continuously developing. This study conducted a survey from January 11, 2022, to January 14, 2022, of 250 ordinary men and women in their teens or older who have experience using OTT service content for the past two years to collect data. In order to analyze the data, exploratory factor analysis and multiple regression analysis were used. First, as a result of analyzing Hypothesis 1, it was found that among the characteristics of the OTT service platform, personalization, perceived usefulness, perceived ease of use, and quality excluding subscription plan had a significant effect on satisfaction. Secondly, as a result of analyzing Hypothesis 2, it was found that consumer satisfaction had a significant effect on continuous usage intention. Third, as a result of analyzing Hypothesis 3, it was found that among the characteristics of the OTT service platform, the subscription plan, perceived usefulness, and quality had a significant effect on continuous usage intention. This study will be useful for OTT service companies to establish differentiated marketing strategies that can satisfy consumers amid fierce competition in the OTT service market and to strengthen competitiveness by attracting loyal customers from a long-term perspective.

목차

Abstract
I. Introduction
II. Literature Review and Hypotheses
1. The Characteristic of OTT Service Platform
2. Hypotheses Development
III. Methods
IV. Results
1. The Characteristic of Respondents
2. Factor Analysis and Reliability Analysis
3. Hypotheses Testing
V. Discussion
Reference

키워드

consumer satisfaction content continuous usage intention OTT platform characteristics

저자

  • Kim, Nayeon [ Master Student, Department of Consumer Science, Incheon National University ] 1st author
  • Kim, Woohyuk [ Associate Professor, Department of Consumer Science, Incheon National University ] corresponding author

참고문헌

자료제공 : 네이버학술정보

간행물 정보

발행기관

  • 발행기관명
    한국콘텐츠산업학회 [Korean Contents and Industry Association]
  • 설립연도
    2019
  • 분야
    복합학>학제간연구

간행물

  • 간행물명
    콘텐츠와산업 [Journal of Contents and Industry]
  • 간기
    격월간
  • pISSN
    2765-317X
  • 수록기간
    2019~2026
  • 등재여부
    KCI 등재
  • 십진분류
    KDC 600 DDC 700

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