Determinants of continuance intention for over-the-top services

Abstract

We investigated the effects of factors determining people's continuance intentions for using over-the-top (OTT) services. We used the expectation–confirmation model (ECM) and the information systems success model as the basic theoretical framework, and included habit as an extension to the ECM. Data were collected through an online survey of 226 Korean adults aged in their 20s, 30s, and 40s, who were users of Netflix, a representative OTT service. The results show that perceived usefulness was positively related to user satisfaction, and that habit was a major antecedent in increasing continuance intentions. The quality factors from the information systems success model were positively related to user satisfaction, habit, and continuance intention. Our results provide implications for both OTT service providers and users, by exploring factors that influence continuance intention after the adoption of OTT services.