부산대학교 도서관

This study analyzes the modern society in which users are not restricted by the network and can access the Internet freely through smart electronic devices such as smartphones anytime and anywhere. The scale of the application market is expanding and the business of traditional communication companies has been greatly impacted. Utilizing the impact of OTT information service quality of smart electronic devices on satisfaction and intention to continue using OTT information services, this paper analyzes the mediating effect of service quality in the relationship between satisfaction and intention to continue using OTT information services. Through a questionnaire survey, reasonable survey results of 303 Chinese OTT information service consumers were collected, and SPSS was used for statistical analysis. When consumers actually use the service, the results collected and analyzed after dividing their feelings into scores show that the service quality model has a positive (+) significant impact on customer satisfaction and continuance intention. Customer satisfaction has a positive (+) significant impact on customer continuation intention. In addition, customer satisfaction plays a mediating role in the relationship between the five dimensions of service quality of OTT online information applications or websites and continuation intention. However, although service quality has a positive (+) impact on both satisfaction and continuation intention, it is somewhat weak. In order to improve market competitiveness, OTT communication service platforms need to further improve service customer satisfaction from multiple perspectives.