A Study on User Satisfaction and Intention to Continue Use of OTT Platform Digital Content Provision Service

As for the OTT platform, as the commercialization of the high-speed Internet technology called 5G began, the development of download and streaming technology also accelerated, and the market entry began in earnest. In addition, as the COVID-19 pandemic has occurred around the world, many changes have occurred in the platform industry that provides digital content. In order to maintain users' subscriptions to OTT platform digital content services and to understand the factors of continuous use, it is necessary to study the perceived value, satisfaction, and intention to continue using OTT services.Therefore, this study was conducted based on the value-based acceptance model to study the factors that can be expected for OTT platform digital content services and the factors that the perceived value of OTT services affects satisfaction and intention to continue use. For empirical analysis, SPSS ver.23 will analyze the influence of path coefficients on playability, convenience, usefulness, technical risk, cost risk, and security risk that affect the perceived value of OTT digital content services, and determine whether or not to adopt t value (1.96 or more) and p value 0.05. In addition, domestic and foreign OTT platform digital content providers will derive and present factors to improve or upgrade through causal analysis of digital content provision services that are used the most among overseas/domestic OTT platforms.