The Impact of Quality of Subscription-based OTT Services on Continuous Intention to Use - The Moderating Effect of Switching Costs

Abstract

The emergence of Over The Top services has led to the continuous development of communication technologies and rapid changes in the worldwide media market. It is meaningful for this study to analyze the intention of continued usage of OTT subscription services by applying the information system success model and the value-satisfaction-loyalty model. Through the summary of the literature, that there is still a lack of research on switching cost of OTT. This study collected data by surveying customers who have used subscription-based OTT platform services, checking data using SPSS as analysis tools, and applying structural equation modeling as an analysis method to analyze results and test hypotheses.First, among the lower elements of subscription-based OTT platform quality, system quality, information quality, and service quality all have a positive (+) effect on perceived value. Second, among the lower elements of subscription-based OTT platform quality, system quality and information quality have a positive (+) effect on satisfaction, but service quality does not have a positive (+) effect on satisfaction. Third, perceived value has a positive(+) effect on customer satisfaction and intention for continued use, and customer satisfaction has a positive(+) effect on intention for continued use. Finally, the moderating effect of switching costs when perceived value and customer satisfaction influence continued use intention. The practical significance of this study is that it predicted the diversity and scalability of consumption areas using the economy and suggested strategic directions.