An Empirical Analysis of Factors Affecting OTT Service Users' Switching Intention: Focusing on Netflix and the Perspective of the Push-Pull-Mooring Framework

In a situation where competition in the OTT service market intensifies, this study analyzed the factors affecting the switching behavior of OTT service users using the push-pull-mooring (PPM) model. This study presented push factors (perceived risk and low satisfaction), pull factors (attractiveness of alternatives and content richness), and mooring factors (switching cost and brand familiarity) based on the main PPM factors affecting the switching behavior of existing online services. The results showed that low satisfaction, perceived risk, the attractiveness of alternatives, and content richness had positive effects on switching intention. Additionally, switching costs and brand familiarity had a negative effect on switching intention, and these effects were moderated by habit. This study adds to the literature by broadly explaining users' behavior toward OTT services using the PPM model. Furthermore, our findings will benefit corporate managers providing OTT services.