OTT (over-the-top) streaming is a subscription-based video service model that delivers video-on-demand content, films, and series directly to end-users over the Internet, bypassing the need for traditional satellite receiver systems. The most popular OTT service providers include Netflix, Hulu, Amazon Prime, and Disney+. During the COVID-19 pandemic, the viewership rates and subscriber numbers for OTT platforms rapidly increased. Like various other products and systems, usability problems can substantially impact user satisfaction, loyalty, and the intention to continue using OTT services. Therefore, this study aimed to conceptualize the usability of OTT platforms and develop an OTT Usability Measurement Scale for the usability evaluation of OTT platforms based on the Apple tvOS Guidelines and the literature. OTT platform usability was conceptualized with nine constructs, including Accessibility and Customization, Account Management, Data Entry and Search, Branding, Privacy, Navigation, Help, Content, and Design, and the concepts were measured with a scale including 48 items. The validity of the developed scale was tested through two separate survey studies conducted with Netflix web application users. The first survey involved 650 participants. At this stage, an exploratory factor analysis was used to evaluate the scale’s measurement properties, and the developed factor structure was confirmed. In the second stage, a survey with 600 participants was conducted, and a confirmatory factor analysis was applied to validate the scale properties. Furthermore, a nomological validation of the developed scale was performed, examining the relationship between the acquired OTT factors and elements such as continued intention to use, satisfaction, and brand loyalty. As a result of the nomological validation, it was observed that the privacy and design factors significantly affected each of the three dependent variables.

中文翻译：

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顶级平台可用性的概念化和调查工具开发

OTT（OTT）流媒体是一种基于订阅的视频服务模式，可通过互联网直接向最终用户提供视频点播内容、电影和剧集，无需使用传统的卫星接收系统。最受欢迎的 OTT 服务提供商包括 Netflix、Hulu、Amazon Prime 和 Disney+。在COVID-19大流行期间，OTT平台的收视率和订阅人数迅速增加。与其他各种产品和系统一样，可用性问题可能会严重影响用户满意度、忠诚度以及继续使用 OTT 服务的意愿。因此，本研究旨在概念化OTT平台的可用性，并根据Apple tvOS指南和文献开发OTT可用性测量量表，用于OTT平台的可用性评估。OTT 平台可用性通过九个结构进行概念化，包括可访问性和定制、帐户管理、数据输入和搜索、品牌、隐私、导航、帮助、内容和设计，并且这些概念通过包含 48 个项目的量表进行衡量。通过对 Netflix 网络应用程序用户进行的两项单独的调查研究，测试了所开发量表的有效性。第一项调查涉及 650 名参与者。在此阶段，采用探索性因子分析来评估量表的测量特性，并确认了所开发的因子结构。第二阶段进行了 600 名参与者的调查，并应用验证性因素分析来验证量表属性。此外，还对开发的量表进行了法理验证，检查获得的 OTT 因素与持续使用意向、满意度和品牌忠诚度等要素之间的关系。法理验证的结果是，隐私和设计因素对三个因变量都有显着影响。