디즈니플러스 OTT 서비스로의 전환의도에 영향을 미치는 요인에 관한 연구 : 전환비용의 조절 효과를 중심으로

초록

This study explored factors influencing the intention to switch to Disney+ OTT service. In order to find out factors that affect service conversion, the independent variables were divided into factors related to the current paid OTT service (OTT dissatisfaction, the alternative brand to switch to (brand familiarity), individual characteristics (novelty seeking tendency) and social factors (social image). In addition, it was tested whether service switching cost moderated the effect of these factors on conversion intention. A survey was administered for users who were subscribed to paid OTT services. It was found that, although brand familiarity exerted only main effect, OTT dissatisfaction, novelty seeking tendency, and image showed interaction effects with service switching cost on conversion intension, which supports the moderation role of service switching cost.

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