A Study on the Impact of the Characteristics of the Digital Subscription Economy on Customer Experience Value, Satisfaction, and Continuous Usage Intention

Abstract

In this study, we examined the characteristics of the digital subscription economy, represented by OTT services, and their impact on experience value, satisfaction, and intention to continue using. For this purpose, a survey was conducted using Google questionnaires targeting OTT service users nationwide, and a total of 245 questionnaires were analyzed. The results are as follows: First, among the characteristics of OTT services, convenience of use and content attributes were found to have a positive impact on the experience values of playfulness, aesthetics, and service excellence. Second, the price attributes of OTT services were found to have a significant impact on aesthetics and service excellence. Third, the experiential values of playfulness, aesthetics, and service excellence were all found to have an effect on customer satisfaction. Fourth, satisfaction was found to have a positive effect on the intention to continue using OTT services. This study is significant in that it defines OTT services as a characteristic of the digital subscription economy and identifies characteristics that affect customers' experience value. These results show that OTT services, which represent the digital subscription economy, can increase the intention to continue using the service by continuously providing the experience value desired by consumers through ease of use, price attributes, and content attributes.