Abstract
This study examined the influences of Binge-watching motivation on satisfaction and intention to continue subscription-based OTT platforms. Accordingly, This study conducted an online survey targeting 266 people in their 20s and 30s(N=266) with experienced subscription-based OTT platforms. The results of the research indicated First, Binge-watching motivation had a significant impact on satisfaction with binge-watching were <the difficulty of watching the broadcast motivation>, <economic feasibility motivation>, and the <entertainment motivation>. Second, satisfaction with binge-watching had positive effects on satisfaction with subscription-based OTT platforms. It also had a significant positive effect on the intention to use subscriptions. Lastly, satisfaction with subscription-based OTT platforms had a highly positive effect on the intention to use subscriptions. This study examined the binge-watching phenomenon, a new social and cultural media viewing phenomenon, from a cultural and economic perspective and its practical implications for attracting new viewers and generating continuous profits in the subscription-based OTT platform industry.
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