DETERMINANTS AFFECT USER SATISFACTION AND CONTINUANCE USAGE OF OTT APPLICATION: A CASE STUDY OF ZALO

In the context of growing prevalence of over-the-top (OTT) applications in Vietnam, local providers continue to struggle to establish a presence in the market due to the failures to comprehend the requirements and expectations of 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. The research develops a comprehensive framework to investigate the determinant factors of 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. This research study were collected survey from 331 resondents. From the findings, 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.