A Study on the Continuance Usage Intention of OTT Services: Focusing on Coupang Play

Coupang Play's free service strategy was used as a marketing strategy to expand user inflow and increase brand awareness. In particular, the strategy lowered entry barriers by providing content without subscription fees and induced various users to experience the platform. However, in this study, it was found that the free service strategy did not have a significant effect on user satisfaction. This suggests that actual service experiences such as content quality, personalization functions, and ease of use have a greater influence on user satisfaction than simple price policies. User satisfaction is not simply determined by financial benefits, but by qualitative factors of the service as a whole. The purpose of this study is to empirically analyze the relationship between Coupang Play's free service strategy, user satisfaction, and continuous use intention. The subjects of this study were general users with experience using Coupang Play, and Smart PLS 4.0 was used for statistical analysis. The results of the study are as follows. First, the free service strategy did not have a significant effect on user satisfaction. Second, satisfaction had a positive (+) significant effect on the continuous use intention. Third, personalized services had a positive (+) significant effect on satisfaction. Fourth, content diversity had a positive (+) significant effect on satisfaction. Fifth, ease of use had a positive (+) significant effect on satisfaction. This study empirically demonstrated that service quality factors other than the free service strategy have an important influence on satisfaction and continuous use intention. Based on the results of the study, Coupang Play and similar OTT companies should secure long-term user satisfaction and loyalty by improving content quality, strengthening personalization functions, and providing a user-friendly interface rather than a short-term price strategy.