• Journal of Internet Computing and Services
    ISSN 2287 - 1136(Online) / ISSN 1598 - 0170 (Print)
    http://jics.or.kr/

A Study on Factors Influencing User's Satisfaction of OTT Service


Heesung Lee, Haiyan Jin, HaSung Hwang, Journal of Internet Computing and Services, Vol. 18, No. 6, pp. 93-100, Dec. 2017
10.7472/jksii.2017.18.6.93, Full Text:
Keywords: OTT service, TAM, user satisfaction

Abstract

In multi-media, multi-channel era, video viewing using various digital devices via the Internet, not the existing broadcasting network, is emerging as a new broadcasting viewing behavior. OTT service is regarded as the main service of this change of viewing behavior. It is a video service that can seamlessly use any content desired by the user at any time, at any time, any device, any contents, if the Internet connection is available. The purpose of this study is to investigate the factors affecting the satisfaction of OTT service by applying the technology acceptance model (TAM). As a result of analyzing through 303 questionnaires of the early users of OTT service, social pressure, perceived popularity, perceived cost, user reputation, individual innovation, and esthetics set as external factors in this study are partially affects perceived usefulness, perceived ease of use, and perceived enjoyment. In addition, perceived usefulness, ease of use, and enjoyment are directly influencing satisfaction. Based on these results, we discuss the theoretical and practical implications and propose future research direction


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Cite this article
[APA Style]
Heesung Lee, Haiyan Jin, & HaSung Hwang (2017). A Study on Factors Influencing User's Satisfaction of OTT Service. Journal of Internet Computing and Services, 18(6), 93-100. DOI: 10.7472/jksii.2017.18.6.93.

[IEEE Style]
H. Lee, H. Jin and H. Hwang, "A Study on Factors Influencing User's Satisfaction of OTT Service," Journal of Internet Computing and Services, vol. 18, no. 6, pp. 93-100, 2017. DOI: 10.7472/jksii.2017.18.6.93.

[ACM Style]
Heesung Lee, Haiyan Jin, and HaSung Hwang. 2017. A Study on Factors Influencing User's Satisfaction of OTT Service. Journal of Internet Computing and Services, 18, 6, (2017), 93-100. DOI: 10.7472/jksii.2017.18.6.93.