OTT서비스 및 플랫폼 특성이 만족도와 지속이용의도에 미치는 영향연구: MZ세대를 중심으로

초록

This study investigated the Influence of Service and Platform Attribute, Satisfaction and Continuance Usage Intention in OTT. Through this, it is judged that OTT platform operators will be able to establish a new OTT content supply strategy through detailed characteristics analysis of OTT service users. As a result of the study, it was analyzed that the ubiquity, richness, usefulness, and ease of use for OTT services recognized by the MZ generation have an influence on satisfaction. In addition, it was found that the satisfaction perceived by OTT service users had a statistically significant effect on the continuance usage intention of OTT service. However, it was found that the activeness and price of the OTT service perceived by the MZ generation did not have a statistically significant effect on satisfaction. Based on these results, OTT service providers should strive to improve satisfaction in order to induce long-term users’ consumption behavior, and seek to secure loyal customers and increase profits through continuance usage intention. However, the failure to consider the various media content consumption habits of the MZ generation can be pointed out as a limitation of this study, and future studies can be considered for differentiated user samples.

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