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

Abstract

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.