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Abstract
Since over-the-top (OTT) services emerged as a new way of consuming video contents, OTT markets have grown exponentially and the competition among the OTT services has been intensified. Nonetheless, only limited scholarly attention has been paid to identifying user’s motivation to use OTT service. Therefore, we employ a developmental sequential mixed methods approach to identify quality factors and to examine their effect on post-subscription experiences and continuance intention. In a qualitative study, we derived six factors that are important to users’ intention to continue to use the subscription. Based on the identified factors, we develop a research model with three groups of qualities modified from IS success model. The proposed research model will be validated with data collected through a quantitative research with a survey to OTT service users.
Recommended Citation
Yoo, Jae Sun; Park, Jaecheol; and Son, Jai-Yeol, "Three Qualities of OTT Services: A Mixed Methods Approach" (2020). AMCIS 2020 Proceedings. 16.
https://aisel.aisnet.org/amcis2020/adoption_diffusion_IT/adoption_diffusion_IT/16
Three Qualities of OTT Services: A Mixed Methods Approach
Since over-the-top (OTT) services emerged as a new way of consuming video contents, OTT markets have grown exponentially and the competition among the OTT services has been intensified. Nonetheless, only limited scholarly attention has been paid to identifying user’s motivation to use OTT service. Therefore, we employ a developmental sequential mixed methods approach to identify quality factors and to examine their effect on post-subscription experiences and continuance intention. In a qualitative study, we derived six factors that are important to users’ intention to continue to use the subscription. Based on the identified factors, we develop a research model with three groups of qualities modified from IS success model. The proposed research model will be validated with data collected through a quantitative research with a survey to OTT service users.
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