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首页> 外文期刊>Indian Journal of Science and Technology >Over-The-Top (OTT) Instant Messaging (IM) Service Loyalty from the Perspective of Vietnamese User
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Over-The-Top (OTT) Instant Messaging (IM) Service Loyalty from the Perspective of Vietnamese User

机译：越南用户的视角看OTT（OTT）即时消息（IM）服务忠诚度

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Objectives: This paper aims to examine the market of Over-The-Top (OTT) Instant Messaging (IM) service in Vietnam, particularly the user loyalty to an OTT IM service. Methods/Statistical Analysis: To that end, the study theoretically bases on the information systems (IS) success model and Expectation-Confirmation Model (ECM) with a slight adjustment to be appropriate with Vietnamese market context. Empirical research is adapted as a method to study the above objectives. Sample size is 224 respondents collected from Vietnamese OTT IM users. Smart PLS 3 software tool is employed for the statistical analysis of data. Findings: The study well explains “user loyalty” concept for OTT IM service, Vietnam market in particular. It statistically interprets more than 70% of user satisfaction, user continuance intention and user recommendation intention. However, the study could not explain that concept completely. For instance, user intercross use and user price endurance have a low explanation power which is under 40%. There are still other factors influencing on user loyalty that need to be deeply studied further. Moreover, the study has showed that system quality of OTT IM service plays an important role in contributing to user positive perception about Perceived Usefulness (PU) and confirmation. Then, PU and confirmation positively affect to user satisfaction and user loyalty. These findings related to PU, confirmation and satisfaction are quite similar to the previous studies; while the findings related to user loyalty are the new values of this research. Improvements/Applications: The results provide some helpful insights and valuable practices to both domestic and foreign OTT IM service providers for their business in Vietnamese market which is still new and open-ended.
机译：目标：本文旨在研究越南的Over-The-Top（OTT）即时消息（IM）服务市场，尤其是用户对OTT IM服务的忠诚度。方法/统计分析：为此，该研究在理论上基于信息系统（IS）成功模型和期望确认模型（ECM），并稍作调整以适合越南市场环境。将实证研究作为研究上述目标的一种方法。样本量是从越南OTT IM用户收集的224名受访者。 Smart PLS 3软件工具用于数据的统计分析。结果：该研究很好地解释了OTT IM服务（尤其是越南市场）的“用户忠诚度”概念。它统计地解释了超过70％的用户满意度，用户持续意愿和用户推荐意愿。但是，该研究无法完全解释该概念。例如，用户交叉使用和用户价格承受力的解释力很低，低于40％。还有其他影响用户忠诚度的因素需要进一步研究。此外，研究表明，OTT IM服务的系统质量在促进用户对感知有用性（PU）和确认的积极认知方面起着重要作用。然后，PU和确认会对用户满意度和用户忠诚度产生积极影响。这些与PU，确认和满意度有关的发现与先前的研究非常相似。与用户忠诚度相关的发现是这项研究的新价值。改进/应用：结果为国内外OTT IM服务提供商在越南市场上的业务提供了一些有用的见解和有价值的实践，而越南市场仍然是新的且开放的。

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