OTT서비스 이용자의 지속사용의도 영향 요인에 관한 연구: 기술수용모델의 확장을 중심으로.

This study verified the factors influencing continuous intention to use of OTT service users through technology acceptance model and extension. For this purpose, the main results were derived through correlation analysis and path analysis using SPSS 21.0 program and AMOS 21.0 program. The summary is as follows. First, perceived ease of use was found to have a statistically significant positive effect on perceived usefulness. Second, perceived ease of use did not have a statistically significant effect on continuous intention to use. Third, the perceived usefulness has a statistically significant positive effect on continuous intention to use. Fourth, perceived innovativeness has a statistically significant positive effect on perceived ease of use. Fifth, perceived innovativeness has a statistically significant positive effect on continuous intention to use. Sixth, perceived playfulness has a statistically significant positive effect on continuous intention to use. The above results will be meaningful in that it has revealed a path to understand the extension of the technology acceptance model of OTT services and acceptance of OTT services. [ABSTRACT FROM AUTHOR]