earticle

영어

This study aims to study the effect and role of OTT service user tendencies on satisfaction and intention to continue using them. An online survey was conducted to verify the research model and hypothesis set in this study, and 280 valid responses were collected, and the responses were used to verify the hypothesis. The analysis results showed that user propensity consisted of four dimensions, functional pursuit, pleasure pursuit, social value pursuit, and cost reduction pursuit, and user propensity had a positive effect on satisfaction and continuous use intention. Among user tendencies, function-seeking tendencies showed the greatest influence on satisfaction, while reduction-seeking showed the weakest influence. Research results provided strategic implications for academic contributions and video service competition in that they identified differences in user tendencies in the field of OTT service-related research.