사이트 품질, 신뢰와 습관이 OTT서비스 사이트 이용자의 지속적 이용의도에 미치는 영향에 관한 연구

Abstract

OTT service providers have been under much more fierce competition since Netflix has begun to do their business aggressively in Korean domestic market in 2016. OTT service providers have focused reinforcing their core competence to acquire and retain OTT service users to properly cope with the uncertain market environments. Understanding the behavioral usage of OTT service users is top priority for them to devise and implement the appropriate business and marketing strategy. The results of a few studies show some major factors that would predict users continuance intention in OTT service sites. However, some critical factors have been still ignored such as trust and habit which have been empirically verified in numerous previous studies as major determinants of continuance use intention in the context of online services such as e-commerce and social networking service. Moreover, there are few studies that define the antecedents of trust and habit in OTT service site. To overcome this gap, this study examines the relationships between trust, habit and continuance use intention, and the impact of site quality(contents richness, aesthetics, personalization) on OTT service site trust and habit. A total of 335 surveys were used to test the proposed research hypotheses. The findings indicate that the strong predictors of continuance intention are trust and habit. The findings also show that aesthetics and personalization have a significant effect on trust while contents richness is not related to trust. In addition, contents richness and personalization are proven to be major determinants of habit while aesthetics has no impact on habit. Implications and future directions are discussed.