OTT 서비스의 정보시스템 품질이 지속사용의도에 미치는 영향에 관한 연구

Abstract

This study examined the structural influence relationship between information system quality factors of OTT services, perceived ease of use and perceived usefulness, satisfaction, and continue use intention in OTT services. To this end, a survey was conducted on OTT service users nationwide using a Google questionnaire, and a total of 325 questionnaires were analyzed. The result are as follow. First, it was found that information system quality factors of OTT service had a significant effect on perceived ease of use and perceived usefulness. Second, it was found that perceived ease of use has a significant effect on perceived usefulness, and only perceived usefulness affects satisfaction. Third, satisfaction was found to have a positive effect on the intention to continue using OTT services. This study is meaningful in that it combined the information system success model and the technology acceptance model to examine the intention to continue using OTT services. It is thought that the study can be expanded by applying it to various platform services such as OTT service.