구독 피로감과 가격 민감도가 OTT 서비스의 구독 해지 의도에 미치는 영향: 사용자 경험(UX)의 조절 효과를 중심으로

초록

Although the range of user choices has increased as competition in the OTT service market intensifies, at the same time, overlapping content and subscription costs are causing fatigue and are likely to lead to subscription termination. Price sensitivity can also be a major factor influencing OTT service termination. Against this backdrop, this study attempted to demonstrate the effect of subscription fatigue and price sensitivity on subscription termination intention, focusing on the moderating effect of OTT user experience. This study surveyed adults over the age of 19 who used OTT services, and limited them to those who have subscribed to two or more OTT services (Netflix, TVing, Wave, Watcha, Disney+, Apple TV, and Coupang Play) for a fee. According to the results of major studies, subscription fatigue and price sensitivity were influencing OTT service subscription termination intentions. Additionally, it was discovered that among the sub-factors of user experience (UX), there was a moderating effect in which the effect of subscription fatigue on termination intention varied depending on the level of functionality awareness, while this moderating effect was not seen in the level of usability and playability awareness. On the other hand, the relationship between price sensitivity and subscription termination intention did not show any moderating effect on functionality, usability, and playability, and the indirect effect that price sensitivity influenced the termination intention through subscription fatigue was not empirically supported. These results provide a basis for a more elaborate understanding of the main factors of OTT subscription termination behavior and how it works and can be used as basic data for establishing related service strategies in the future.

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