| dc.description.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. | en_US |
