Study on the Determinants of OTT Service Users Additional Subscription Intention - Focusing on the PPM Model

This study investigates the factors influencing users’ intention to subscribe to additional OTT (Over-The-Top) services. Based on the Push-Pull-Mooring (PPM) model, nine variables were examined: push factors (dissatisfaction with content quality, entertainment value, and content diversity), pull factors (pursuit of trendiness, content differentiation, and perceived price fairness), and mooring factors (procedural cost, habit, and resistance to change). The results indicate that among these, dissatisfaction with entertainment value, pursuit of trendiness, content differentiation, and perceived price fairness significantly affect users’ intention to subscribe to additional OTT platforms. By exploring multi-subscription behaviors among OTT users, this study offers practical implications for content development and pricing strategies in the competitive OTT market.