A Study on the Factors Affecting the Continuous Intention to Use Digital Content Over-the-Top Service

Purpose: The purpose of this study is to examine the factors that influence the pre-use expectation and the continuous usage intention of the OTT services.Methods: For empirical analysis, the survey for this study was administered with many anonymous people who had previously used any of the OTT services and valid 192 data were analyzed by SPSS and PLS-SEM.Results: The results of this study are as follows. Personalization and understandability in the information quality didn’t significantly affect confirmation. Ease of use and search of the system quality significantly affected confirmation. Also, it was found that content diversity, content recency, and content playfulness as the characteristics of the content quality significantly affected the expectation confirmation. OTT service fees also significantly affected the expectation confirmation. It also significantly affected perceived usefulness and satisfaction. Finally, satisfaction positively influenced the continuouse intention to use.Conclusion: The findings of this empirical analysis shows that the specific characteristics related to the relationship of expectation confirmation, perceived usefulness, satisfaction, and continuous usage intention with respect to OTT services through the Post Acceptance Model (PAM). Because system quality, content quality, and service fees meeted users’ expectations, OTT services need a strategy that can boost the users’ positive perceptions or experiences by reinforcing these three factors.