| dc.description.abstract | In the current era, the rapid development of Internet technology and the popularization of devices, almost everyone has a smart device, which has accelerated the wave of digitalization. The behavior pattern of people watching video works is far from the past. Audio and video platform, you can immediately enjoy your favorite albums. As long as network technology continues to advance, there will be more and more online streaming video platforms in the future.
This research uses Technology Acceptance Model (TAM) and Information System Success Model (ISSM), two main models combined with trust variables, and issues a questionnaire to verify ＂factors that affect Netflix′s willingness to use＂. 332 valid questionnaires were collected in this questionnaire, and SPSS was used to conduct descriptive statistics, reliability and validity analysis, Pearson correlation classification and hierarchical regression analysis. The results show that information quality has a significant impact on cognitive usefulness and willingness to use, trust has a significant impact on cognitive effectiveness and ease of use, and both cognitive usefulness and ease of use have a significant impact on willingness to use.
Based on this result, like Netflix put forward three major suggestions: 1. Strengthen the richness of videos (information quality), in terms of OTT nature, users are more concerned about the audio and video content on the platform There will be doubts about leaving information on the Internet, which will affect customers′ willingness to use 3. Optimize the customized recommendation list. Through the questionnaire survey, it is found that the respondents′ satisfaction with customization is not high. I hope to optimize this link to increase the willingness to use | en_US |