인공지능 기반 OTT(Over The Top) 플랫폼 서비스 특성이 소비자 만족과 지속이용의도에 미치는 영향: 개인 혁신성의 조절효과를 중심으로 = Impact of AI-based OTT Platform Service Features on Consumer Satisfaction and Intention to Continue Usage: Focusing on the Moderating Effect of Personal Innovativeness

다국어 초록 (Multilingual Abstract)

This study explores how AI integration in existing over the top (OTT) platforms enhances consumer services, focusing on the effects of AI-based features on consumer satisfaction and service continuation. Personal innovativeness is considered a moderating variable in the relationship between content richness, content curation, and consumer satisfaction. The main findings indicate that both content richness and content curation services positively influence consumer satisfaction, which in turn positively affects the intention to continue using the service. Additionally, examining the moderating effect of individual innovativeness on the relationship between AI-based OTT platform characteristics and consumer satisfaction reveals interesting insights. In the group with low individual innovativeness, neither content richness nor content curation services significantly influenced consumer satisfaction. However, in the group with high individual innovativeness, both content richness and content curation services positively affected consumer satisfaction. Based on these results, it is essential to enhance content richness and content curation services to increase the continued use of AI-based OTT platform services. Additionally, a differentiated communication strategy that considers the level of individual innovativeness among consumers is necessary.