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논문 기본 정보

자료유형
학술저널
저자정보
윤재현 김한구 (경북대학교)
저널정보
한국인터넷전자상거래학회 인터넷전자상거래연구 인터넷전자상거래연구 제22권 제3호
발행연도
2022.6
수록면
95 - 113 (19page)
DOI
10.37272/JIECR.2022.06.22.3.95

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초록· 키워드

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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.
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.
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.

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Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 가설 설정 및 연구 모형
Ⅳ. 연구방법
Ⅴ. 연구 결과
Ⅵ. 결론
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