Analysis of Factors Affecting Continuous Use Intention of OTT TV APPs

• Main Authors: CHENG, TING-FANG, 鄭婷方
• Other Authors: ROAN, JIN-SHENG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/x7872n

碩士 === 國立中正大學 === 資訊管理學系碩士在職專班 === 105 === With the rapid development of the Internet and the rise and popularity of smart phones, the OTT video service now can provide stable quality of information for users and also change their viewing habits. The service brings convenience to users that they can watch the video at anytime and anywhere without limitation of time or location anymore. In this study, we use OTT TV APP platform users as the research object to explore the essential factors of continuous use of video platform. This study applied online survey as the research method and collected 251 valid questionnaires, the effective questionnaires were analyzed by Structural Equation Model . The result shows that: (1) perceived usefulness and satisfaction will affect intention of continuous usage (2) system quality, quality of information and confirmation will affect the perceived usefulness (3) service quality and cognitive usefulness is not positive correlated (4) interaction and time shifting will affect the quality of the system (5) Personalization will affect the quality of information.