The Impact of Content Usage Motivation on Binge-Watching, Content Satisfaction, and Intention to Continue Using OTT Services

The recent development of media technology has brought about many changes in the content consumption process of users. In particular, binge-watching, which is a notable media consumption pattern in which two or more of the same programs are watched consecutively, is a change in viewing behavior and a cultural and social phenomenon. This study investigated the factors that influence binge-watching based on the uses and gratifications theory and investigated the effects of binge-watching on content satisfaction and intention to continue using OTT services. This survey was conducted from October 28 to November 10, 2024 after a preliminary survey. The URL of the questions written through a Google questionnaire was provided and the survey was conducted on 256 university students at University A in Gyeongbuk who had experience in binge-watching OTT services. The results of this study are as follows. First, information use motivation, entertainment use motivation, and habit use motivation were found to have a positive (+) effect on binge-watching. Second, binge-watching was found to have a positive (+) effect on content satisfaction. Third, content satisfaction was found to have a negative (-) effect on intention to continue using OTT services. The results of this study are expected to provide useful information for preventing user churn from OTT services and developing services and content to retain and create customers.