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April 25, 2026Journal of Distribution and Management ResearchOpen Access

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

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Authors

NPNo-Hyun ParkKSKyu-Chul SimBHByoung Jo Hwang

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Overview

Randomized trial investigates how OTT service quality attributes influence user satisfaction and behavioral intentions, indicating useful insights for service strategies.

Key Points

  • This study aims to explore how quality attributes of online subscription OTT services affect technology acceptance attitudes, user satisfaction, and behavioral intentions.
  • Survey conducted from July 28 to August 1, 2022, with 219 adults having experience in OTT services.
  • Quality attributes were categorized into system quality and information quality, analyzed using SPSS and AMOS.
  • Structural equation modeling was employed to verify hypotheses concerning the relationships between quality attributes, satisfaction, and behavioral intention.
  • System quality positively influenced perceived enjoyment.
  • Information quality significantly affected technology acceptance attitude.
  • User satisfaction was positively impacted by confirmation and perceived enjoyment, leading to a favorable behavioral intention.

Cite This Study

Park et al. (2022) studied this question.

synapsesocial.com/papers/69ec593e88ba6daa22dab45ehttps://doi.org/10.17961/jdmr.25.06.202212.21
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