넷플릭스(Netflix)의 지각된 서비스 속성이 지속이용의도에 미치는 영향: 서비스 융합에 따른 핵심 가치사슬 변인 검증을 중심으로

초록

This study was aimed at looking at how Netflix’s perceived service attributes affect its intention to continue to use in the face of peer, cross-business partnerships and service convergence taking place in the OTT service industry. To this end, the major service attributes of Netflix were defined as four variables based on the CPND value chain system: content diversity, platform convenience, network quality, and device cross-useability, and a research model was established based on the post acceptance model(PAM). Studies have shown that content diversity affects perceived usefulness and expectation confirmation. Platform convenience has affected expectation confirmation, but not perceived usefulness. Network quality has been found to have no effect on both perceived usefulness and expectation confirmation. Device cross usability has been shown to affect both perceived usability and expectation confirmation. Perceived usefulness has affected user satisfaction, and expectation confirmation has affected both perceived usefulness and user satisfaction. Finally, user satisfaction has been shown to affect the intention of continuous use.

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