OTT service switching has become a major challenge for marketers. However the previous
study mainly focused on investigating users' continued use after adoption of OTT services …

PurposeThe purpose of this study is to verify impacts of factors, representing Push-Pull-
Mooring (PPM) on switch intention to OTT (Over-The-Top) service in demand for content and …

In a situation where competition in the OTT service market intensifies, this study analyzed
the factors affecting the switching behavior of OTT service users using the push-pull-mooring …

본 연구는 OTT 시장의 경쟁이 심화되고 있는 현실을 감안하여 국내에 상륙할 것으로 예상되는
디즈니플러스 서비스를 중심으로 OTT 사용자들의 서비스 전환의도에 영향을 미치는 요인에 …

Purpose The purpose of this study is to verify impacts of factors, representing Push-Pull-
Mooring (PPM) on switch intention to OTT (Over-The-Top) service in demand for content and …

Nowadays IT service users meet various new IT services and are considering a switch into a
new IT service. IT service providers are also developing the strategies to retain and expand …

As consumers' interest in over-the-top (OTT) platforms has been increasing, we thoroughly
examined the factors affecting the continuous usage intention of OTT services using the dual …

With the recent development of the media environment, various media have emerged, and
the over-the-top (OTT) service market is rapidly expanding as the demand for users who …

본 연구는 글로벌 OTT 의 대표적 서비스인 넷플릭스 이용자들을 대상으로 넷플릭스가 제공하는
광고 없는 요금제에서 광고형 저가 요금제로의 전환의도에 영향을 미치는 요인에 관해 …

Purpose Most previous studies on new technologies and services have concentrated on
their acceptance, seldom exploring in depth why users may choose not to accept technology …