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Accurately or accidentally? Recommendation agent and search experience in over-the-top (OTT) services

Yeeun Kwon (School of Business, Yonsei University, Seoul, Republic of Korea)
Jaecheol Park (UBC Sauder School of Business, Vancouver, Canada)
Jai-Yeol Son (School of Business, Yonsei University, Seoul, Republic of Korea)

Internet Research

ISSN: 1066-2243

Article publication date: 26 October 2020

Issue publication date: 10 March 2021

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Abstract

Purpose

Over-the-top (OTT) services, which provide streaming media through all devices in online setting, have surpassed the traditional content providers in the market. However, there is still no clear empirical evidence that indicates what recommendation agent values affect the users' search experience while using the OTT services and how it leads to continuous subscription. To address this gap, this study aims to examine recommendation agent values influencing search experience, which in turn affects decision satisfaction and continuance intention.

Design/methodology/approach

This study empirically develops and tests a research model with data obtained from 212 survey respondents in Korea. Structural equation modeling with partial least square approach was used to analyze the data.

Findings

(1) Recommendation agent variables such as match score accuracy, recommended content variety and thumbnail image appeal affect search experience variables such as perceived diagnosticity and perceived serendipity; (2) perceived diagnosticity and perceived serendipity of search experience increase decision satisfaction; and (3) decision satisfaction increases intention to continue to subscribe to OTT services.

Originality/value

Despite the widespread use of recommendation agents in OTT services, limited attention has been paid to understand what specific values of recommendation agents lead subscribers to continue their subscription. The findings of this study clarify subscribers' continuous subscription behavior in OTT services in terms of the recommendation agent values and search experience perspective.

Keywords

Acknowledgements

This research was supported by the Yonsei University Research Fund of 2019-22-0141.

Citation

Kwon, Y., Park, J. and Son, J.-Y. (2021), "Accurately or accidentally? Recommendation agent and search experience in over-the-top (OTT) services", Internet Research, Vol. 31 No. 2, pp. 562-586. https://doi.org/10.1108/INTR-03-2020-0127

Publisher

:

Emerald Publishing Limited

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