Abstract
In investigating the acceptance behaviors of YouTube premium services, this study sought to overcome the limitations that most studies have discussed with a focus on the differentiation of the service. This study proposed a research model that reflects the psychological reactance and discomfort of users who have to decide whether to accept paid services in a situation where free services are switched to paid services, in addition to service differentiation, and the ability to afford paid services. In addition, since a significant number of Korean users are showing excessive dependence on YouTube, we wanted to verify the moderating role of YouTube addiction on the YouTube premium acceptance process. As a result of the verification, it was possible to identify the discriminatory characteristics of YouTube's premium service and the user's ability to afford it to affect the perception of service quality and subsequently affect the user's attitude and acceptance behavior. In addition, the moderating role of addiction was confirmed by demonstrating that the group with a high addictive tendency showed a greater influence on the influence of user customization, expanded services, and ad exposure sensitivity on perceived quality than the group with a low addictive tendency.
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