상위 OTT 서비스(넷플릭스와 티빙) 간 구독 전환 의도에 영향을 미치는 요인 연구: PPM 모델의 적용

초록

This study aims to utilize the PPM (Push-Pull-Mooring) model to investigate the determinants affecting the intention to switch between specific OTT services (Netflix & Tving). The study seeks to identify the impact of negative factors of the existing service, termed push factors (low satisfaction, low enjoyment, perceived economic risk, perceived time risk), positive factors of alternative services, termed pull factors (alternative attractiveness, content diversity, peer influence), and factors that facilitate or impede decision-making, termed mooring factors (low switching costs, habitual use, binge-watching), on the intention to switch. The analysis results indicated that the push factors did not significantly influence the intention to switch, while the pull factors had a significant positive effect on the intention to switch. Mooring factors, specifically low switching costs and binge-watching, positively influenced the intention to switch, while habitual use had a significant negative impact. Additionally, there was a partial moderating effect on the relationship between pull factors and the intention to switch.

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