유료 OTT 서비스 사용자들의 몰입과 지속사용의도에 영향을 미치는 요인에 대한 탐구: 코로나 스트레스의 조절적 역할을 중심으로

초록

As of 2021, it is reported that the global coronavirus pandemic situation has caused people to spend more time indoors, resulting in a significant increase in OTT users and usage. This suggests that corona stress can have a significant impact on the viewing behavior and experience of OTT users. In this study, the effects of perceived interactivity, intrinsic motivation, use of recommendation content on flow experience of OTT users were explored. Also, the mediation effect of flow on the intention of continued use was investigated. In this process, it was also explored whether corona stress moderates the influence of antecedent factors on flow. The results of the study showed that the effects of all independent variables on flow were significant, and it was found that the effects of perceived interactivity and the degree of use of recommended content were moderated by corona stress. In addition, flow mediated the influence of these factors and increased the intention to use continuously.

키워드