An Empirical Study on Continuance Using Intention of OTT Apps with Young Generation
Today, Over-The-Top (OTT) apps have become more popular in many countries in the world. Although the development of OTT apps has contributed a lot of benefits to human life, its growth also has many disadvantages for traditional media suppliers. Therefore, with the goal of providing suppliers and...
Đã lưu trong:
| Những tác giả chính: | , |
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| Định dạng: | Journal article |
| Ngôn ngữ: | Vietnamese |
| Được phát hành: |
Springer Singapore
2023
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| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/handle/123456789/2959 |
| Các nhãn: |
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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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| Tóm tắt: | Today, Over-The-Top (OTT) apps have become more popular in
many countries in the world. Although the development of OTT apps has
contributed a lot of benefits to human life, its growth also has many disadvantages for traditional media suppliers. Therefore, with the goal of providing
suppliers and managers with many methods to improve their apps services, this
study examined factors that influence on continuance using intention OTT apps
with the young generation in Vietnam. A survey of 288 Vietnamese consumers
in the age from 18 to 35 was conducted to test the theoretical model and
structural equation modeling was employed in the subsequent data analysis. The
result indicate that four factors including satisfaction, habit, emotional trust,
perceived usefulness directly influence on using intention with OTT apps. In
addition, the mediation effects of satisfaction were found between perceived
usefulness, perceived enjoyment, socialites and intention to use. And perceived
usefulness and perceived enjoyment also have indirectly impacts on using
intention. Based on these findings, several implications and recommendations
are discussed. |
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