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Effects of OTT Service Users' Use Motivations on Satisfaction and Intention of Continued Use
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OTT 서비스 이용자의 이용 동기가 이용만족과 지속사용의사에 미치는 영향

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Type
Academic journal
Author
Dae Han Kim (한국방송(KBS)) Namkee Park (연세대학교)
Journal
Korean Association for Broarding & Telecommunication Journal of Broadcasting and Telecommunications Research Wn.93 KCI Accredited Journals
Published
2016.1
Pages
77 - 110 (34page)

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Research history (2)

2016

Effects of OTT Service Users’ Use Motivations on Satisfaction and Intention of Continued Use
Dae Han Kim ,  Namkee Pa ,  k Journal of Broadcasting and Telecommunications Research 2016.01 Academic journal

2015

A study on OTT service user''s use motives influencing user''s satisfaction and continuance use intention
김대한 방송영상전공 2015.01 Thesis
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Abstract· Keywords

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This study examined the effects of OTT (over-the-top) service users’ use motivations on their satisfaction and intention of continued use within the frameworks of uses and gratifications (U&G), technology acceptance model (TAM), and expectation confirmation model (ECM). Using an online survey sample of 315 participants who had an experience of using OTT service, the study found that perceived usefulness was the most important factor that affected adoption of OTT service. The study also uncovered that perceived ease of use along with perceived popularity and perceived cost were positively associated with satisfaction and intention of continued use. In addition, the study demonstrated that the influences of participants’ innovativeness, subjective norm, and reputation motive on satisfaction and intention of continued use could be dissimilar depending upon the extent to which OTT service was diffused. The study offered business implications with respect to OTT service providers’ competitive strategies in the emerging OTT service market.
#OTT 서비스 #이용 동기 #이용만족 #지속사용의사 #OTT service #Motivations #Satisfaction #Intention of continued use

Contents

1. 서론
2. 문헌 연구
3. 연구방법
4. 연구 결과
5. 결론
참고문헌

References (49)

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권귀영·이동건(2013). 개인적 특성이 스마트폰 이용의도에 미치는 영향에 관한 연구. 󰡔한국비즈니스리뷰󰡕, 6권 1호, 85∼107. google schola 김동우·이영주(2013). N 스크린 서비스의 이용행태, 콘텐츠, 기능, 비용이 이용 만족도와 지속이용의사에 미치는 영향에 관한 연구. 󰡔방송공학회논문지󰡕, 18권 5호, 749∼757. google schola 김미선(2010). IPTV 이용자의 이용인식과 수용결정요인에 관한 연구. 󰡔한국언론정보학보󰡕,통권 52호, 177∼202. google schola 김영환·최수일(2009). 지각된 서비스 품질, 유용성, 용이성이 IPTV 사용자 만족 및 지속적사용의도에 미치는 영향. 󰡔한국콘텐츠학회논문지󰡕, 9권 10호, 314∼327. google schola 김유정(2002). 미디어 선택과 이용에 따른 이용자의 미디어에 대한 태도 분석. 󰡔한국방송학보󰡕,16권 3호, 105∼135. google schola

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UCI(KEPA) : I410-ECN-0101-2016-331-002280114