ORIGINAL RESEARCH article
Front. Hum. Neurosci.
Sec. Cognitive Neuroscience
This article is part of the Research TopicInsights and innovations in consumer neuroscienceView all articles
A Study on the Cognitive-Consumption Behavior of Sports Content on OTT Media Platforms: applying the Extended Technology Acceptance Model (E-TAM)
Provisionally accepted
- Kyung Hee University, Global Campus, Yongin-si, Republic of Korea
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The purpose of this study is to provide basic data for the establishment of sustainable sports content and communication marketing strategies of effective OTT platforms by applying the extended technology acceptance model to clarify the causal relationship between the perceived usefulness, perceived ease of use, perceived enjoyment, perceived interactivity, usage intention, and usage behavior of users who watch OTT platform sports content. To achieve this purpose, 303 viewers with experience watching OTT platform sports content were used for the analysis. The data analysis methods were frequency analysis, correlation analysis, confirmatory factor analysis, and structural equation modeling analysis using SPSS 21.0 and AMOS 18.0. The results of this study are as follows. First, perceived usefulness was found to have no significant effect on usage intention. Second, perceived ease of use was found to have a significant effect on usage intention. Third, perceived enjoyment was found to have a significant effect on usage intention. Fourth, perceived interactivity was found to have a significant effect on usage intention. Fifth, usage intention was found to have a significant effect on usage behavior. Therefore, the intention of using OTT platform sports content will be to become a sustainable industry in terms of media business.
Keywords: TAM, E-TAM, OTT platform, sports content, Cognitive-Behavioral Process
Received: 30 Sep 2025; Accepted: 30 Nov 2025.
Copyright: © 2025 Jang, Lim and Lim. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence:
Sun-Young Lim
Seung-Jae Lim
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