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A Study on the Factors Influencing the Satisfaction and Continuing Intention of the OTT Paid Service in China

Qilan Zhang

Abstract


This research has examined how Chinese OTT service aff ects paid users based on Technology Acceptance Model(TAM).Basing on TAM and through the former study, this study has chosen to use perceived usefulness, perceived ease of use, perceived playfulness, personal innovation, social image, perceived popularity, perceived cost as independent variables, satisfaction, and continuous use intention as dependent variables. I have achieved the following data based on a survey of 300 Chinese people who use OTT paid service. On this study, I have examined not only satisfaction level on paid users of OTT service but continuous use intention, so that a practical advice on future development of OTT service can be suggested.

Keywords


Technology Acceptance Model; OTT service; Paid users

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References


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DOI: http://dx.doi.org/10.18686/ahe.v7i5.7357

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