韩国消费者采用ott服务的前因

Dahye Jeong, Minyoung Lee, Eunil Park
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引用次数: 0

摘要

本研究旨在探讨韩国消费者对OTT服务的采用情况,OTT服务是当今最具创新性的媒体服务之一。本文采用创新扩散理论和技术接受模型两种面向用户的方法,提出了OTT服务的综合消费者接受模型。我们分析了1302名韩国OTT服务用户的在线调查数据。结构方程模型和验证性因子分析方法均表明,基于创新扩散理论的OTT感知兼容性、可观察性和可试性,以及基于技术接受模型的OTT感知有用性是消费者对OTT服务态度的关键决定因素,这与消费者使用OTT服务的意愿显著相关。在此基础上,考虑到研究模型的适用性和意义,提出了若干启示和研究方向。
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Antecedents of Consumer Adoption of Over-the-Top Services in South Korea
ABSTRACT This study aims to explore South Korean consumers’ adoption of over-the-top (OTT) services, which are one of the most innovative media services available today. We employed two user-oriented approaches – the diffusion of innovation theory and the technology acceptance model – to propose an integrated consumer acceptance model for OTT services. We analyzed online survey data from 1,302 South Korean users of OTT services. Both structural equation modeling and confirmatory factor analysis methods indicated that OTT’s perceived compatibility, observability, and trialability based on the diffusion of innovation theory, and its perceived usefulness based on the technology acceptance model, are key determinants of consumer attitude toward OTT services, which are significantly correlated with their intention to use these services. Based on this study’s findings, several implications and research directions were presented, considering both the applicability and significance of the proposed research model.
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CiteScore
3.10
自引率
5.30%
发文量
12
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