Abstract
This study verified the factors that influence satisfaction with Netflix through AI-centered research modeling. As a result of a survey, influenced the perception of the value of AI. It also influenced both the utilitarian and hedonistic attitudes toward AI-recommended service. The perception of AI value directly influenced the utilitarian attitude and the hedonistic attitude toward the AI-recommended service. The influencing factor on Netflix satisfaction was found to be a hedonistic attitude toward AI-recommended service. Perception of AI value and utilitarian attitude toward AI-recommended service did not have a statistically significant effect. These results offer both academic meaning and practical implications in providing new technical services in OTT services.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
