중국 MZ세대 이용자가 OTT콘텐츠 이용동기에 대한 연구 –중국 OTT플랫폼 중심으로-

초록

This study investigates the effects of OTT platform usage motivations on the continuance usage intention through the Technology Acceptance Model (TAM), focusing on China’s MZ generation. Based on survey data from 309 respondents and regression analysis, the results show that convenience and information diversity have positive effects on both perceived ease of useand perceived usefulness, while accessibility significantly affects only perceived usefulness. In contrast, entertainment motivationdoes not have a significant influence on any TAM variables. Among the TAM variables, perceived ease of usepositively affects both perceived usefulnessand continuance usage intention, and perceived usefulnessexerts the strongest impact on continuance intention. The novelty of this study lies in its first empirical validation of the TAM framework in the context of OTT usage among China’s MZ generation, revealing that functional motivationshave stronger predictive power than hedonic motivations—a finding that differs markedly from existing Western research. However, this study is limited to Chinese domestic OTT platforms; thus, future research should incorporate cross-national and intergenerational comparisons.

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