Determinants Affect User Satisfaction And Continuance Usage Of OTT Application: A Case Study Of Zalo

Abstract

The Over-the-top (OTT) applications industry has grown at an unprecedented rate, driven by a growing desire for people to remain connected and informed through the Internet and social networking sites. Despite the growing prevalence of over-the-top (OTT) applications in Vietnam, local providers continue to struggle to establish a presence in the market. One of the primary reasons for this is that they frequently fail to comprehend the requirements and expectations of their users, putting them at a disadvantage when competing with global giants such as Facebook, Instagram, and TikTok. Therefore, this study has been conducted to identify the key factors that contribute to user satisfaction and lead to continued usage of Vietnam's second most popular OTT application - Zalo. For the purpose of achieving the research objective, the study's model includes 4 independent variables including Perceived ease of use, Critical mass, Playfulness, and Capability and 3 dependent variables including Perceived usefulness, User satisfaction, and Continuance Usage. The author also employs quantitative methods to analyze data using a basic method of random sampling. After nearly a month of spreading the survey online via Facebook and Instagram, 331 valid questionnaires were collected and analyzed by SPSS and SMARTPLS software. The findings indicate that Playfulness and Capability have direct and significant impacts on Perceived Usefulness. Critical mass and perceived ease of use, on the other hand, have no effect on Perceived usefulness. Moreover, it proved that Perceived usefulness has a significant impact on user satisfaction, and both of the aforementioned factors have a direct and positive effect on users' intent to continue using OTT applications. Finally, this study concludes with recommendations for local OTT service providers in general, and Zalo in particular, to help them develop and enhance the user experience to meet users' expectations and become more competitive in the Vietnam OTT industry.