Abstract
As OTT service market dominance grows rapidly, competition among OTT service providers is becoming more and more intense as it enters not only existing strong players such as Netflix and Amazon but also traditional content providers. Therefore, OTT service providers should try to differentiate their services by securing new customers and securing various genres of contents and providing optimized contents to prevent the departure of service subscribers. This study is divided into the diversity of contents, the differentiation of contents, and the economical efficiency of contents as the main characteristics of OTT service based on the previous studies. Based on the PAM, this study verified how the characteristics of these OTT services affect the expectation congruence, perceived usefulness, satisfaction, and intention to continue using OTT services. As a result of verification, all of the main characteristics of OTT service have significant effects on expectation confirmation, perceived usefulness, satisfaction and intention to use continuously.
Sign-in/Register to access full text options 
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 callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
