유료 OTT 서비스 이용자의 지속이용의도에 영향을 미치는 요인에 관한 연구 : 유튜브 프리미엄(YouTube Premium) 서비스를 중심으로

초록

The OTT service industry is growing rapidly due to the development of wired and wireless networks, and also the overall growth of smartphone market. Meanwhile, one of the representative Advertising OTT – YouTube started to provide a paid streaming subscription service called YouTube Premium. Subscribers are able to watch videos without the interruption of advertisement, and services such as offline download, YouTube Music are provided. However, the expensive subscription plan, limited benefits and frequent errors caused users to raise their doubt on the service. Therefore, this study aimed to explore the factors that might influence the continuance intention to use in YouTube Premium. Results of this study indicated that flow, various contents and offline download had positive effect on perceived usefulness. Also, flow, various contents had positive effects and cost had negative effects on expectation confirmation. Besides, perceived usefulness positively influenced satisfaction, and expectation confirmation positively influenced perceived usefulness. Lastly, perceived usefulness, expectation confirmation and satisfaction had positive effect on continuous intention to use. All factors have been examined in this study and we provided practical implications that OTT platforms may refer to while proposing a paid streaming service.

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