earticle

영어

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. Therefore, 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.