OTT 서비스 콘텐츠 선택 지연 행위에 영향을 미치는 요인에 관한 탐색적 연구: IS 성공모형을 중심으로

초록

Based on the framework of the information systems success model, this study aims to explore the factors affecting the selection delay for OTT service content. A survey was conducted focusing on university students, who are major users of OTT services. Content information quality, content narrative quality, system quality, interface quality, self-oriented perfectionism, and content failure experience were set as independent variables, OTT service satisfaction was set as a mediation variable, and content selection delay as a dependent variable. As a result of structural equation model analysis, it was found that content information quality, narrative quality, and system quality had a positively significant effect on OTT service satisfaction. In addition, it was confirmed that the experience of content failure negatively affects OTT service satisfaction. OTT service satisfaction, which is a mediation variable, was found to negatively affect selection delay. This study is meaningful in that it applied the selection delay behavior dealt with in consumer psychology to the OTT service area. In addition, it has value in that it is an early study examining selection delay behavior that occurs when using OTT service.

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