OTT 서비스 특성이 사용 편리성 인식과 콘텐츠 품질 인식을 통해 서비스 재이용 의도에 미치는 영향 = The Impact of OTT Service Characteristics on Service Reuse Intention: The Mediating Roles of Perceived Ease of Use and Content Quality

다국어 초록 (Multilingual Abstract)

· Research topic: The influence of OTT service characteristics on service reuse intention through perception of usability and content quality · Research Background: The rapid expansion of OTT services has highlighted the growing importance of user experience; however, there is still a lack of comprehensive research analyzing how overall user experience—including perceived ease of use and content quality—affects users’ intention to reuse the service. This indicates that prior studies have mainly focused on technological aspects or individual factors, underscoring the need for an integrated and systematic discussion on the influence of user experience on service reuse intention.
· Differences from Previous Studies: This study comprehensively analyzes the relationship between OTT service characteristics and reuse intention by focusing on the mediating roles of usability and content quality. It addresses the limitations of prior studies and introduces new academic contributions centered on user experience.
· Research Method: Structural equation modeling (SEM) was employed to empirically examine the correlations among OTT service characteristics, perceived ease of use, content quality, and reuse intention. The data provided a quantitative basis for evaluating the influence of these variables on user behavior.
· Research Results: Among OTT service characteristics, diversity and convenience positively influenced perceptions of ease of use and content quality. Content quality was found to have the most significant impact on reuse intention, with user experience serving as a crucial mediating factor.
· Contributions and Expected Effects: This study emphasizes the importance of user experience in OTT services, offering practical strategies and academic insights. It suggests enhancing content diversity and convenience in user-centered designs to foster service loyalty and ensure sustainable growth in the OTT industry.