Effects of Perceived Platform Quality Attributes on Perceived Value, Use Satisfaction, and Intention to Continue Use in Online Sports Streaming Services

Purpose: Through this study, First, to examine how the key quality attributes of online sports streaming platforms—presence, convenience, interactivity, information richness, and stability—affect users’ perceived value and use satisfaction. Second, to identify the structural relationships through which perceived value and use satisfaction influence users’ intention to continue using online sports streaming platforms. Research design, data and methodology: To analyze the 198 questionnaires collected, the SPSS and AMOS statistical programs were used, and after examining the reliability and validity of the responses, the quality attributes of the online sports streaming platform were reclassified. Results: It was confirmed that all quality attributes of online sports streaming platforms (presence, convenience, interactivity, information richness, and stability) positively influence perceived value and use satisfaction, that perceived value positively affects both use satisfaction and intention to continue use, and that use satisfaction positively affects intention to continue use. Conclusions: The findings show that the key quality attributes of online sports streaming platforms significantly enhance users’ perceived value and satisfaction, which subsequently lead to a stronger intention to continue using the service, underscoring the importance of effective platform quality management for long-term user retention.