Purpose: This study was conducted to provide implications for OTT (Over The Top) service providers to establish strategies for maintaining existing customers or attracting potential or new customers in the rapidly growing online video service (OTT; Over The Top) market. In particular, this study identifies attributes that match the characteristics of OTT services and examines their influence on consumers’ OTT service usage behavior. Research design, data, and methodology: In order to verify the proposed hypothesis, this study conducted a survey by distributing a questionnaire online to men and women in their 20s or older residing in Korea who are using OTT services. Of the 237 questionnaires collected from February 17 to March 2, 2023, a total of 220 copies were used for the final analysis, excluding 17 insincere questionnaires. The empirical analysis for hypothesis verification in this study utilized AMOS 22.0 and SPSS 22.0, which are structural equation model analysis programs. Results: First, OTT service characteristics consist of usefulness, diversity, playfulness, and ubiquity. Second, among OTT service attributes, usefulness and enjoyment each had a significant positive(+) effect on perceived surprise. Third, perceived surprise had a significant positive(+) effect on the intention to maintain OTT service use. Fourth, perceived unexpectedness was found to have a complete mediating effect in the relationship between OTT service attributes (usefulness, diversity, enjoyment, and ubiquity) and the intention to maintain OTT service use. Implications: In order for OTT service companies to continuously secure competitiveness, their services should have usefulness, diversity, enjoyment, and ubiquity. When OTT users come across unexpected and meaningful content or services, they have a positive perception or friendly feelings toward the OTT platform, and furthermore, they continue to maintain the platform they are using. In addition, perceived surprise plays a perfect mediating role in the relationship between OTT service characteristics and OTT service retention intention, so OTT users use OTT services through a process leading to OTT service characteristics ⟶perceived surprise ⟶maintenance intention.
Hyun et al. (Fri,) studied this question.