확장된 통합기술수용모델(UTAUT2)을 적용한 OTT 태도와 지속이용의도에 미치는 영향: 광고 침입성의 조절효과를 중심으로

초록

This study examined the factors influencing consumers’ attitudes towards over-the-top(OTT) platforms and their intentions to continue using these services, with particular emphasis on the moderating role of advertising intrusiveness. A survey was conducted among 279 Korean university students who had experience with subscription-based OTT platforms. The findings indicated that performance expectancy, social influence, hedonic motivation, and content diversity each had statistically significant positive effects on consumers’ attitudes towards OTT platforms. Moreover, positive attitudes towards OTT platforms were found to significantly enhance users’ intentions to continue usage. Notably, advertising intrusiveness demonstrated a statistically significant negative moderating effect on the relationships between both performance expectancy and OTT attitudes, and content diversity and OTT attitudes. This research highlights the impact of consumers’ negative perceptions of advertising on OTT platforms in shaping their attitudes and intentions to continue usage. The study provides practical implications for reducing advertising intrusiveness to promote favourable consumer attitudes and maintain a stable subscriber base for OTT platforms.

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