Creating a Theoretical Model to Explore Online Video User Satisfaction and Continuous Usage Intention

Joon-Ho Lee
2020 Asia-pacific Journal of Convergent Research Interchange  
The purpose of this study is to identify realistic and verified factors that influence on-line video service user satisfaction and their continuous use intention in order to build an applicable model to explain the causal relations among these factors. The study reviewed the key theoretical frameworks in uses and gratifications approach (UGA) and the technological acceptance model (TAM). To find applications for them, this study analyzes recent relevant replication studies and their main
more » ... h findings by using a meta-analysis. After careful reviews of the two theoretical models and frameworks as well as a meta-analysis of selected 35 recent studies, the following results and implications were found. First, A number of studies supported combined or hybrid theoretical assumptions of the two frameworks assumed and tested by the UGA and the TAM. Second, there have been a number of specific and useful variables for measuring the core factors impacting user satisfaction and actual use of on-line media. Based on these results, a hypothetical hybrid model was then created by combining the two frameworks into one based on the TAM. This was done by eliminating the 'ease of use' factor and by including the UGA factors.
doi:10.47116/apjcri.2020.08.11 fatcat:7runlp6nh5eqhphl4rl752nz34