An Empirical Study on Continuance Using Intention of OTT Apps with Young Generation

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...

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Những tác giả chính: Trần, Thị Thanh Quý, Trần, Quốc Tuấn; Lê, Hoành Sử
Định dạng: Journal article
Ngôn ngữ:Vietnamese
Được phát hành: Springer Singapore 2023
Truy cập trực tuyến:https://scholar.dlu.edu.vn/handle/123456789/2959
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description 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.
format Journal article
author Trần, Thị Thanh Quý
Trần, Quốc Tuấn; Lê, Hoành Sử
spellingShingle Trần, Thị Thanh Quý
Trần, Quốc Tuấn; Lê, Hoành Sử
An Empirical Study on Continuance Using Intention of OTT Apps with Young Generation
author_facet Trần, Thị Thanh Quý
Trần, Quốc Tuấn; Lê, Hoành Sử
author_sort Trần, Thị Thanh Quý
title An Empirical Study on Continuance Using Intention of OTT Apps with Young Generation
title_short An Empirical Study on Continuance Using Intention of OTT Apps with Young Generation
title_full An Empirical Study on Continuance Using Intention of OTT Apps with Young Generation
title_fullStr An Empirical Study on Continuance Using Intention of OTT Apps with Young Generation
title_full_unstemmed An Empirical Study on Continuance Using Intention of OTT Apps with Young Generation
title_sort empirical study on continuance using intention of ott apps with young generation
publisher Springer Singapore
publishDate 2023
url https://scholar.dlu.edu.vn/handle/123456789/2959
_version_ 1779438011923038208
spelling oai:scholar.dlu.edu.vn:123456789-29592023-10-09T04:35:28Z An Empirical Study on Continuance Using Intention of OTT Apps with Young Generation Trần, Thị Thanh Quý Trần, Quốc Tuấn; Lê, Hoành Sử 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. 2023-09-18T07:27:25Z 2023-09-18T07:27:25Z 2022 Journal article Bài báo đăng trên tạp chí thuộc SCOPUS, bao gồm book chapter https://scholar.dlu.edu.vn/handle/123456789/2959 vi 1. Amoroso, D., Lim, R.: The mediating effects of habit on continuance intention. Int. J. Inf. Manag. 37, 693–702 (2017) 2. Appota: Vietnam Mobile User Behavior 2016 (2016). https://appota.com/report.html 3. Appota: Vietnam Moblie Report Q2 2017 (2017). https://appota.com/report.html 4. 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