Why do consumers continue to use OTT services?

•Personalization and content diversity of OTT services have positive effects on use satisfaction.•Cost investment and learning effort of OTT services increase resistance to switching.•Use satisfaction and resistance to switching have positive effects on continuous usage intention.•Suggests an integrated model that is more suitable for the reality that can explain the continuous usage intention on OTT service.•Provides new insights into OTT service-related literature by explaining the OTT market of saturation based on the product life cycle. As consumers’ interest in over-the-top (OTT) platforms has been increasing, we thoroughly examined the factors affecting the continuous usage intention of OTT services using the dual post-adoption model. In this study, we analyzed the structural relationships between user satisfaction, resistance to switching, and continuous usage intention, with dedication- (personalization and content diversity) and constraint-based (investment cost and learning effort) factors as the main variables using PWSW (SPSS) 23.0 and AMOS 22.0. The results showed that dedication-based factors had positive effects on user satisfaction and constraint-based factors had positive effects on resistance to switching. Due to the use of phantom variables and bootstrap methods to verify the significance of individual mediation effects, dedication-based factors affected continuous usage intention through user satisfaction, whereas constraint-based factors had a greater effect on continuous usage intention when mediated by resistance to switching. Lastly, user satisfaction and resistance to switching had positive effects on continuous usage intention. This study is important because it is the first to apply the benefits and costs perceived using OTT services to a dual post-adoption model and specifically identifies the key factors affecting intention to continue using the OTT service. Our findings can provide practical guidelines to establish effective platform management strategies for companies providing OTT services by analyzing the specific reasons why consumers continue to use existing services in the current mature OTT market from two perspectives.