The Effect of Online subscription OTT Service Quality attributes on Customer’s Technology Acceptance Attitude, User Satisfaction and Behavioral Intention

Purpose: The COVID-19 pandemic has created a new consumption trend in the OTT Service market. The purpose of this study is to investigate the quality attributes and their individual measurements in the Online subscription OTT Service and to clarify the relationship among these quality attributes, customer’s technology acceptance attitude, user satisfaction and behavioral intention. Research design, data, and methodology: A research model was designed to understand the structural impact relationship of the quality attributes of OTT Service on technology acceptance attitude, satisfaction and behavioral intention. Based on previous researches, quality attributes on OTT Service were defined as two constituent concepts: system quality, information quality. From July 28 to August 1, 2022, a survey was conducted on 219 adult people with user experience in Online subscription OTT Service. Verification of the research model was performed using SPSS and AMOS. Frequency analysis was conducted to examine the sample characteristics. Reliability analysis, exploratory factor analysis, and confirmatory factor analysis were conducted to evaluate the validity and internal consistency. Discriminant validity analysis was conducted to determine the validity of discrimination and the validity of law. It w as analy zed the structural e quation model to v erify the h y pothesis a nd test results. Results: System quality affected perceived enjoyment. And, infomation quality all had a significant positive impact on customer’s technology acceptance attitude. Perceived enjoyment affected confirmation. Confirmation and Perceived Enjoyment affected user satisfaction but, perceived usefulness affected not. It was founded that satisfaction had a significant positive effect on behavioral intention. Implications: T he r esults o f this s tudy theoretically confirm the OTT service quality attributes that converge broadcasting and telecommunication. In practice, it provides useful basic data for establishing strategies tailored to Korea for OTT service companies.