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Effect of Perceived Value of OTT Platform on Consumer's Technology Acceptance, Continuous Use Intention, and WOM

융합경영연구 / The Journal of Economics, Marketing and Management, (E)2288-7709
2023, v.11 no.5, pp.29-44
https://doi.org/https://doi.org/10.20482/jemm.2023.11.5.29
Byoung-Jo HWANG (Cooperative Course for Urban, Real Estate and Commercial Science, Sejong University)
Hee-Young CHO (The Graduate School of Industry, Sejong University)
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Abstract

Purpose: This study analyzed the effect of the perceived value of the OTT platform on consumers' technology acceptance, continuous use intention, and WOM using the Expanded TAM. Research design, data and methodology: A survey was conducted targeting OTT platform users in their 20s to 40s nationwide from August 10 to 16, 2022, and a total of 208 people were used in the final analysis. To verify the research model, frequency analysis, CFA, and SEM analysis were performed using SPSS and AMOS. Results: First, the perceived value of the OTT platform was found to have a positive effect on consumers' technology acceptance (perceived usefulness, perceived ease of use, and perceived enjoyment). Second, the perceived ease of use of OTT platform consumers was found to have a positive effect on perceived usefulness and perceived enjoyment. Third, it was found that the perceived usefulness and perceived enjoyment of OTT platform consumers had a positive effect on the continuous use intention, and WOM. Fourth, it was found that the continuous use intention the OTT platform had a positive effect on the WOM. Conclusions: Word of mouth and continuous use of existing customers are important for OTT platform companies to retain existing customers and secure new customers. Through the perceived value of the OTT platform, efforts should be made to provide various contents that consumers can enjoy along with usefulness and convenience of functions.

keywords
OTT platform, Perceived Value, Technology Acceptance model (TAM), continuous use intention, WOM

융합경영연구