OTT 서비스 유용성의 선 · 후행요인 및 이용자 만족의 매개효과

Abstract

Recently, due to the development of wired and wireless Internet technology, media contents can be freely used not only on TVs but also on PCs, Smartphones, Tablet PCs, and laptops. The diversification of devices has made it possible for individuals to select and use the desired content by overcoming the temporal and spatial constraints of media content users. In addition, the spread of high-speed wired and wireless Internet technology has created an environment in which media content can be selected according to users' desires, away from the provider-centered service that provided media content at a fixed time. The purpose of this study is as follows. First, it is to identify quality factors perceived by customers for OTT services based on the post acceptance model(PAM). Second, to analyze the influence relationship of OTT service quality factors on users' perceived usefulness. Third, this study analyzes the relationship between usefulness and satisfaction perceived by users, and intention to continue using it, and analyzes the mediating effect of user satisfaction. Through the analysis results, we intend to provide implications in terms of service marketing required for the growth of OTT service providers.