A Study on the Continuous Usage Intention of Domestic OTT Service Users: Focused on Unified Theory of Acceptance and Use of Technology(UTAUT)

Purpose: The study is to examine how unified theory of acceptance and use of technology(UTAUT) is applied to verify the intention of continuous use of OTT services for OTT user. Research design, data, and methodology: The study conducted an online survey on users who used OTT services more once. A total of 316 users of using OTT services were used for analysis. Reliability test and confirmatory factor analysis were performed for research validity and reliability. Results: First, the performan ce expectan cy has a positive effect on the calculative commitment. Second, the effort expectancy has no significant effect on the calculative commitmen t. Third, the facilitation con dition has a positive effect on the affective commitment. Fourth, the social influence has a positive effect on the affective commitment. Finally, the calculative commitment and affective commitment each have a positive effect on the continued usage intention. Conclusions: Based on the results, strategies for improvin g un ified theory of acceptance and use of technology(UTAUT) in OTT service industries can be consider using output stages. In addition, it is possible to provide theoretical and practical Implications.