A Study on the Influence of Perceived Quality Factors on Reuse Intention: Focusing on OTT

This study focused on reuse intention in the domestic OTT market, which is expected to be fiercely competitive in the future. It categorized OTT quality factors into information quality, service quality, and system quality and utilized the PAD theory to examine their impact on OTT reuse intention. To this end, a research model was constructed with OTT quality factors as independent variables and the three dimensions of PAD theory—enjoyment, arousal, and dominance—as mediating variables. A survey was conducted with 265 individuals with OTT experience. The results of the research model validation revealed that information quality significantly influenced enjoyment, arousal, and dominance, while system quality significantly influenced arousal and dominance. Service quality did not have a significant effect. These findings suggest that (1) high-quality content is crucial for increasing OTT users' reuse intention, (2) they respond more sensitively to system quality’, and (3) OTT users' emotional responses—enjoyment, arousal, and dominance—all significantly influence reuse intention. This suggests that in order for OTT companies to dominate the market, they need to provide platforms with improved UX and other features that can elicit emotional responses from OTT users, as well as provide a variety of original content.