User Characteristics on Mobile OTT Service Adoption: Moderating Effect of Usage Frequency

This study establishes a research model based on to understand the effects of mobile OTT-related characteristics on mobile OTT service acceptance. We analyze the effects of user characteristics on usage motivation (perceived ease of use [PEU], perceived usefulness [PU], and perceived enjoyment [PE]) and used this factor as a parameter in this research. Then, we verify how usage motivation affects continuous usage intention. This study derived 12 hypotheses (including moderating effect of usage frequency) from previous studies and performed statistical analysis on the potential audience of mobile OTT. The reliability and validity of the measurement model were verified. The hypothesis was also verified using PLS to analyze the relationship of variables. Self-efficacy significantly affected PEU, PU, and PE. Innovativeness significantly influenced PEU and PE. PEU significantly affected PU and PE. PU, PEU, and PE were influenced by continuous usage intention. This study is meaningful in that it suggests the direction of future research on the acceptance of mobile OTT by identifying the relationships among variables. In addition, on the basis of the analytical results, this research can provide useful information on future policies and services, which have practical implications on the activation of mobile OTT.