OTT 플랫폼 특성이 이용 만족을 통해 지속적 사용 의도 및 전환 의도에 미치는 영향

Abstract

With the recent development of the media environment, various media have emerged, and the over-the-top(OTT) service market is rapidly expanding as the demand for users who want to watch desired videos without time and space restrictions increases. In this regard, this study aims to comprehensively analyze factors affecting OTT service continuous usage intention and switching intention, and to expand the flow of research on users’ behavioral intention for OTT service.BR In this study, we analyzed the structural relationships between use satisfaction, continuous usage intention and switching intention with personalization, complexity, trialability and personal information concern as leading variables, and the results of this study are as follow. First, personalization and trialability had positive(+) effects on use satisfaction, but complexity and personal information concern had negative(-) effects on use satisfaction. Second, use satisfaction had a positive(+) effect on continuous usage intention, but had a negative(-) effect on switching intention. Finally, continuous usage intention had a negative(-) effect on switching intention.BR This study is significant in that it comprehensively investigated the effects on users’ attitudes and behaviors toward OTT services by considering not only the characteristics of OTT platform but also psychological factors of users. In addition, the findings can help provide practical guidelines for establishing effective platform management strategies for companies providing OTT services by verifying factors that can reduce negative reactions to OTT platforms and increase positive attitudes.