A Study on the Factors Influencing OTT Service Adoption, Intention, and Usage : Focusing on a Comparison of Domestic and International OTT Services

This study aims to examine the impact of OTT service factors on usage intention and actual usage. It also aims to identify differences between domestic and international OTT services. To achieve these objectives, a literature review was conducted, and the UTAUT-2 model was applied to the research model. To analyze the proposed research model, a survey was conducted with college students residing in Busan and Gyeongnam. The collected data were analyzed. This study employed PLS-SEM as the analysis method. Multi-group analysis (MGA) was also conducted to analyze differences between domestic and international OTT services. The results showed that price value, hedonic motivation, performance expectancy, and social influence influenced usage intention in that order. Furthermore, usage intention significantly influenced actual usage. Furthermore, all hypotheses suggesting differences between domestic and international OTT services in the research model were found to be statistically insignificant.