earticle

영어

The purpose of this study was to examine which attributes affect consumer satisfaction and continuous usage intention by reflecting the characteristics of various OTT service platforms that are continuously developing. This study conducted a survey from January 11, 2022, to January 14, 2022, of 250 ordinary men and women in their teens or older who have experience using OTT service content for the past two years to collect data. In order to analyze the data, exploratory factor analysis and multiple regression analysis were used. First, as a result of analyzing Hypothesis 1, it was found that among the characteristics of the OTT service platform, personalization, perceived usefulness, perceived ease of use, and quality excluding subscription plan had a significant effect on satisfaction. Secondly, as a result of analyzing Hypothesis 2, it was found that consumer satisfaction had a significant effect on continuous usage intention. Third, as a result of analyzing Hypothesis 3, it was found that among the characteristics of the OTT service platform, the subscription plan, perceived usefulness, and quality had a significant effect on continuous usage intention. This study will be useful for OTT service companies to establish differentiated marketing strategies that can satisfy consumers amid fierce competition in the OTT service market and to strengthen competitiveness by attracting loyal customers from a long-term perspective.