| 英文摘要 |
With the expansion of 5G and the COVID-19 pandemic during 2020–2022, the global over-the-top (OTT) video market has experienced rapid growth. However, recent surveys have indicated a slowing subscription growth rate in this market, suggesting market maturity in developed countries. Extant studies have primarily explored factors influencing OTT video platform usage among unpaid and paid viewers. By contrast, the present study investigated factors influencing users’experiences with OTT video services by focusing specifically on paid subscribers. This research developed a research framework based on uses and gratification theory and incorporating the concepts of user experience, satisfaction, and continued subscription willingness. The results indicated that although entertainingness had a slight but significant effect on user experience, convenience does not significantly influence user experience. However, content diversity, social presence, and social influence considerably influenced user experience. Furthermore, we noted a significant relationship between user experience and satisfaction, which in turn influenced willingness for continued subscription. Findings and implications had been discussed and might help OTT video platform owners strategically enhance their offerings and services as well as contribute to subscription economy. |
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