Abstract
Due to the COVID-19 crisis, considering the use of overseas OTT service is rapidly increasing among Korean consumers, there is a need for research on why Korean consumers are choosing overseas OTT platforms rather than domestic ones. Drawing upon a value-based adoption model (VAM), this study is to analyze the structural relationships of OTT characteristics, perceived value and continuance intention. The empirical results showed that usefulness and enjoyment of OTT characteristics were positively associated with perceived value, while technicality and perceived fee were negatively associated with perceived value. Furthermore, perceived value had a positive effect on continuance intention. The findings of this study might be used as a reference to overseas OTT companies for achieving better performance by raising consumers’ expectations on the OTT service characteristics.
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