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.

中文翻译：

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准确还是偶然？推荐（OTT）服务中的代理人和搜索经验

目的

OTT（OTT）服务通过在线环境中的所有设备提供流媒体，已经超过了市场上传统的内容提供商。但是，仍然没有明确的经验证据表明使用OTT服务时，哪些推荐代理值会影响用户的搜索体验，以及它如何导致连续订阅。为了弥补这一差距，本研究旨在研究影响搜索体验的推荐代理商价值，进而影响决策满意度和持续意愿。

设计/方法/方法

这项研究以从韩国212名受访者中获得的数据为依据，经验地开发和测试了一种研究模型。使用偏最小二乘法的结构方程建模来分析数据。

发现

（1）推荐代理商变量（例如比赛得分准确性，推荐内容的多样性和缩略图吸引力）会影响搜索体验变量（例如感知的诊断能力和偶然性）；（2）搜索体验的感知诊断能力和偶然性提高了决策满意度；（3）决策满意度增加了继续订阅OTT服务的意愿。

创意/价值

尽管推荐代理在OTT服务中得到了广泛的使用，但是人们对了解推荐代理的哪些具体价值导致订户继续订阅的关注有限。这项研究的结果从推荐代理价值和搜索体验角度出发，阐明了订户在OTT服务中的连续订阅行为。