인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2026.4
- 수록면
- 69 - 81 (13page)
- DOI
- 10.51979/KSSLS.2026.04.104.69
이용수
초록· 키워드
Purpose: The purpose of this study is to examine how the motivations of sports OTT (Over-The-Top) platform users influence technology acceptance perceptions and continuance intention by employing an extended Technology Acceptance Model (TAM).
Method: Data were collected via an online survey in May 2025 from 392 Korean adults with experience using sports OTT platforms. Usage motivations were categorized into four dimensions: informativeness, immediacy, hedonic motivation, and sociality. Perceived usefulness, perceived ease of use, attitude, and continuance intention were measured using 7-point Likert scales. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were performed to test the proposed conceptual model.
Results: The results revealed that informativeness, hedonic motivation, and sociality significantly and positively influenced perceived usefulness, whereas immediacy did not. Conversely, informativeness and immediacy had significant positive effects on perceived ease of use, while hedonic motivation and sociality showed no significant impact. Regarding the internal TAM structure, perceived ease of use significantly enhanced perceived usefulness but did not directly affect attitude. Perceived usefulness exerted a strong positive effect on attitude, which in turn significantly increased users’ continuance intention.
Conclusion: The findings indicate that different usage motivations activate distinct cognitive pathways during the acceptance process of sports OTT platforms. Perceived usefulness emerged as a pivotal factor in shaping user attitudes, and attitude played a central role in strengthening continuance intention. These results suggest that the long-term competitiveness of sports OTT platforms depends not only on technical ease of use but also on delivering tangible, practical value that users can clearly perceive.
Method: Data were collected via an online survey in May 2025 from 392 Korean adults with experience using sports OTT platforms. Usage motivations were categorized into four dimensions: informativeness, immediacy, hedonic motivation, and sociality. Perceived usefulness, perceived ease of use, attitude, and continuance intention were measured using 7-point Likert scales. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were performed to test the proposed conceptual model.
Results: The results revealed that informativeness, hedonic motivation, and sociality significantly and positively influenced perceived usefulness, whereas immediacy did not. Conversely, informativeness and immediacy had significant positive effects on perceived ease of use, while hedonic motivation and sociality showed no significant impact. Regarding the internal TAM structure, perceived ease of use significantly enhanced perceived usefulness but did not directly affect attitude. Perceived usefulness exerted a strong positive effect on attitude, which in turn significantly increased users’ continuance intention.
Conclusion: The findings indicate that different usage motivations activate distinct cognitive pathways during the acceptance process of sports OTT platforms. Perceived usefulness emerged as a pivotal factor in shaping user attitudes, and attitude played a central role in strengthening continuance intention. These results suggest that the long-term competitiveness of sports OTT platforms depends not only on technical ease of use but also on delivering tangible, practical value that users can clearly perceive.
#Sports OTT
#Usage motivation
#Perceived usefulness
#Perceived ease of use
#Continuance intention
#Extended TAM
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목차
- Ⅰ. 서론
- Ⅱ. 연구방법
- Ⅲ. 결과
- Ⅳ. 논의
- Ⅴ. 결론 및 제언
- 참고문헌
- ABSTRACT
참고문헌
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