서비스연구 (Journal of Service Research and Studies)

  • 제12권4호
  • /
  • Pages.30-49
  • /
  • 2022
  • /
  • 2234-2850(pISSN)
  • /
  • 2466-1813(eISSN)
서비스사이언스학회 (The Society of service Science)
권호 표지
DOI QR코드

DOI QR Code

OTT 서비스의 특성이 MZ세대 이용자의 몰입 및 만족도와 브랜드 충성도에 미치는 영향 - 국내 넷플릭스 이용자를 중심으로

The Effect of OTT Service Characteristics on Flow, Satisfaction, and Brand Loyalty of MZ Generation Users : Focusing on Netflix Users in South Korea

  • SeonYoung Jhee (Department of business administration, Hanyang University) ;
  • Sang-Lin Han (Department of business administration, Hanyang University)
  • 투고 : 2022.10.28
  • 심사 : 2022.11.30
  • 발행 : 2022.12.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

최근 COVID-19로 인한 언택트 시대로의 전환이 가속화되고 사람들이 실내에 머무는 시간이 증가함에 따라 개방된 인터넷을 통해서 영화, 방송 프로그램 등 미디어콘텐츠를 제공하는 OTT(Over-The-Top) 서비스 시장이 크게 확대되었으며 이는 디지털 환경과 기기에 익숙한 MZ세대에게 큰 주목을 받고 있다. 본 연구에서는 OTT 서비스의 특성이 국내 MZ세대 이용자의 몰입 및 만족도와 브랜드 충성도에 미치는 영향에 대해 대표적인 OTT 서비스 브랜드 중 하나인 넷플릭스 국내 이용자를 중심으로 살펴보았다. 본 연구를 수행하기 위해 총 216명의 넷플릭스 OTT 서비스를 이용해본 경험이 있는 사람들의 설문 조사 자료를 분석에 활용하여 수립한 가설을 실증적으로 검증하였다. 분석결과, OTT 서비스의 특성 중 콘텐츠 다양성, 편의성, 신뢰성은 몰입에 정(+)의 영향을 미치는 것으로 나타났다. 또한 몰입은 만족도에 정(+)의 영향을 미치고, 만족도는 브랜드 충성도에 정(+)의 영향을 미치는 것으로 나타났다. 그러나 OTT 서비스의 특성 중 추천 서비스는 몰입에 정(+)의 영향을 미치지 않았으며 몰입은 브랜드 충성도에 직접적으로 정(+)의 영향을 미치지 못하고 만족도를 통해서 브랜드 충성도에 정(+)의 영향을 미치는 것을 확인하였다. 본 연구를 통해서 OTT 서비스 관련 산업의 시장 활성화 및 점점 증가하고 있는 OTT 서비스 브랜드들의 MZ세대 소비자들을 위한 마케팅 전략 수립에 기여할 수 있을 것을 기대하며 포스트 코로나 시대에 대비한 실무적인 시사점을 제공하고자 한다.

Recently, as the transition to the untact era due to COVID-19 accelerates, non-face-to-face and non-contact practices have become commonplace, and the OTT (Over-The-Top) service market that provides media content such as movies and broadcast programs through the open Internet is largely expanded and it is receiving great attention from the MZ generation, who are familiar with digital devices and environments. In this study, the effects of OTT service characteristics on MZ generation users' flow, satisfaction and brand loyalty were examined, focusing on Netflix users, one of the representative OTT service brands. In order to carry out this study, a total of 216 people who have used the Netflix OTT service platform were empirically verified by using the survey data of those who have used it for analysis. As a result of the analysis, it was found that among the characteristics of OTT service, contents diversity, convenience, and reliability had a positive (+) effect on flow. Also, flow has a positive (+) effect on satisfaction, and satisfaction has a positive (+) effect on brand loyalty. However, among the characteristics of the OTT service, the recommended service did not have a positive (+) effect on the flow, and the flow did not have a direct positive (+) effect on the brand loyalty. Flow had a positive (+) effect on the brand loyalty through satisfaction. Through this study, it is expected that the market revitalization of the OTT service-related industry and the increasing number of OTT service brands will be able to contribute to the establishment of marketing strategies for the MZ generation consumers, and to provide practical implications.

키워드

참고문헌

  1. Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived usefulness, ease of use, and usage of information technology: A replication.MIS quarterly, 227-247. 
  2. Advani, R. and Choudhury, K. (2001). Making the most of B2C wireless, Business Strategy Review, 12, 39-49.  https://doi.org/10.1111/1467-8616.00173
  3. Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143.  https://doi.org/10.1287/mksc.12.2.125
  4. Ahn, Y. H. (2012). A study on characteristics of Social Network Service affecting on customer attitude, flow status,satisfaction and purchase intention, Kyung Hee University, Master Thesis.
  5. Bao, Tantan. and Kim. H. (2021). Our findings will provide meaningful insights into howOTTplatforms can provide a better recommendation service. Korean Journal of Broadcasting & Telecommunications Research, 9-46. 
  6. Bandura, A. (1986). Fearful expectations and avoidant actions as co effects of perceived self-inefficacy. 
  7. Berry, L.L. (1995). Relationship Marketing of Services: Growing Interest, Emerging Perspectives, Journal of the Academy of Marketing Science, 23, 236-245.  https://doi.org/10.1177/009207039502300402
  8. Berry, L. L., Seiders, K., and Grewal, D. (2002). Understanding service convenience, Journal of Marketing, 66(3), 1-17.  https://doi.org/10.1509/jmkg.66.3.1.18505
  9. Chun, B. J. and Kim, J. M. (2020). An Analysis of the Influence of Video Characteristics,Content Characteristics and Innovative Diffusion Characteristics of Online Video Service on Viewing Attitude of Viewers, Journal of Communication Design), 73, 9-24.
  10. Chung, Y. K. and Zhang, W. (2020). Effects of Service Characteristics of a Subscription-based OTT on User Satisfaction and Continuance Intention: Evaluation by Netflix Users, Journal of the Korea Contents Association, 20(12), 123-135. https://doi.org/10.5392/JKCA.2020.20.12.123
  11. Colwell, S. R., Aung, M., Kanetkar, V., and Holden, A. L. (2008). Toward a measure of serviceconvenience: multiple-item scale development and empirical test, Journal of Services Marketing, 22(2), 160-169.  https://doi.org/10.1108/08876040810862895
  12. Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York, NY: Harper & Row. 
  13. DashdorJ, C. (2022). The Effect of OTT Service Characteristics on Flow and Willingness to Pay, Gachon University, Master Thesis.
  14. Dwyer, F. and Schurr, P. (1987). Developing Buyer-Seller Relationships, Journal of Marketing, 51(2), 11-27.  https://doi.org/10.2307/1251126
  15. Han, J. H. and Ko, D. K. (2022). Analysis of Consumers' OTT Service Usage Behavior by Age Group, Korean Society of Consumer Ploicy and Education, 18(3), 97-116.
  16. Hong. S. H. and Kim. M. (2021). A Study on Communication Methods According to the Characteristics of MZ Generation. The Treatise on The Plastic Media, 24(1), 113-120. https://doi.org/10.35280/KOTPM.2021.24.1.13
  17. Hwang, R. G. (2022). An Effect of OTT Service Characteristics On Brand Loyalty and Reuse Intention: Foucs on YouTube & Netflix Users, Korean Association of Arts Management, 61, 139-173. https://doi.org/10.52564/JAMP.2022.61.139
  18. Jang, S. J. (2022). OTT A Study on the Influence of Service and Platform Attribute, Satisfaction and Continuance Usage Intention in OTT : Focus on MZ Generation. Journal of Speech, Media & Communication Research, 21(3), 71-114. https://doi.org/10.51652/ksmca.2022.21.3.3
  19. Jo, Y. H. (2021). An Study on the Relationships among Brand Image, Customer Satisfaction and Loyalty in Online General Shopping malls, The Korean Society of Management Consulting, 21(4), 231-243.
  20. Joo, E. M. and Lee, S. H. (2021). A Study on the Influencing Factors on Flow & Addiction of Tiktok Service Users, Journal of the Korea Convergence Society, 12(3), 125-132. https://doi.org/10.15207/JKCS.2021.12.3.125
  21. Kim, Y. A. and Lee, S. B. (2021). The effect of tv home shopping food product demonstration characteristics on flow and purchase intention. Korean Journal of Hospitality and Tourism, 30(5), 37-56. https://doi.org/10.24992/KJHT.2021.7.30.05.37
  22. Kim, H., Chan-Olmsted S. M., Hwang, K. H., and Chang, B. H. (2021). Examining the use, perception, and motivation of cord-cutting: A consumer segment approach. Journalism & Mass Communication Quarterly, 98(1), 126-147.  https://doi.org/10.1177/1077699020946442
  23. Kim. J. M. (2021). The Effects of Coupang Rocket Delivery Satisfaction on Purchase Intention and Brand Loyalty- Price Sensitivity as Moderating Variable. A Journal of Brand Design Association of Korea, 19(1), 67-76. https://doi.org/10.18852/BDAK.2021.19.1.67
  24. Kim, S. Y. and Park, C. G. (2012). The effect of social network service (SNS) provided to hotel guests on immersion and relationship continuity intention, Papers presented at the conference of the Korean Business Association, 541-551.
  25. KISDI (2022). Over-the-Top (OTT) usage behavior by generation. KISDI STAT Report, Vol 22-07. 
  26. Ko, S. R. (2021). Media usage behavior of MZ generation, 21-17, Korea information society development institute.
  27. Korea Communication Commission(KCC). (2021). 2021 Broadcasting Market Competitive Situation Assessment. 45-46. 
  28. Korea Communication Commission (KCC). (2021). Evaluation of competition in the broadcasting market in 2021. 
  29. Kotler, P. (2000). Marketing management: Analysis, planning, implementation, and control. New Jersey: Prentice-Hall Inc. 
  30. Kwak, E. A and Choi, J. H. (2019). An Analysis of User's Perception regarding Service Attributes and Competitive Relationship among OTT Services in the Korean Market, Broadcasting & Communacation, 20(2), 121-169. https://doi.org/10.22876/BNC.2019.20.2.004
  31. Kwak, S. J. and Choi, E. C. (2020). The Current State of OTT Service Industry and Demand Analysis, Journal of The Korean Data Analysis Society , 22(6), 2561-2572. https://doi.org/10.37727/jkdas.2020.22.6.2561
  32. Lee, J. J., Bae, S. J. and Lee, S. H. (2022). A Study on the Influencing Factors from Use Intention &Flow of Netflix Users, Journal of the Korea Industrial Information Systems Research, 27(4), 47-64. https://doi.org/10.9723/JKSIIS.2022.27.4.047
  33. Lee, J. S. (2020). The factors affecting MZ generation's acceptance of YouTube based beauty health information: Focusing on the application of the technology readiness and acceptance model. J Invest Cosmetol, 16(4), 367-375. https://doi.org/10.15810/JIC.2020.16.4.007
  34. Lee, J. Y. and Chon, B. S. (2020). Determinants of user satisfaction and the intention to use OTT services. Korean Journal of Broadcasting&Telecommunication Studies, 34(4), 116-144.
  35. Lee, K. Y. (2019). Media characteristics and personal tendency influencing on user satisfaction of YouTube : focusing on mediating effects of flow, Chung-ang University, Master Thesis. 
  36. Lee, M. Y. (2021). Examining Factors Influencing Flow and Continuous Use Intention of Paid OTT Service Users: Focusing on the Moderation Role of COVID19 Stress, Journal of Media Economics and Culture, 19(4), 39-75. https://doi.org/10.21328/JMEC.2021.11.19.4.39
  37. Lee, S. H. (2022). OTT Service Platform Characteristic Factors on Relationship Benefits and Purchase Intention, Busan University, Master Thesis.
  38. Lee, S. Y. (2022), Influencer Perception on Millenial Z Generation's Choice of Consumstion Millenial Z Generation, Konkuk University, Master Thesis.
  39. Lee, Y. J. (2020). The Effect of the Recommendation Quality of Online Video Platforms on the Satisfaction of the Recommender System and Loyalty, Journal of Marketing Studies, 28(4), 1-18. https://doi.org/10.22736/JMS.28.4.01
  40. Mobile Index (2022). OTT has become a part of everyone's daily life, Vol 22-09. 
  41. Morgan, R. M. and Hunt, S. D. (1994). The Commitment Trust Theory of Relationship Marketing, Journal of Marketing, 58(3), 20-38.  https://doi.org/10.2307/1252308
  42. Oliver, R. (1980). A cognitive model of the antecedents and consequencesof satisfaction decisions. Journal of Marketing Research, 42(4),460-469.  https://doi.org/10.1177/002224378001700405
  43. Park, J. H. (2019). A Study on Mobile Video Usage of Generation Z in the Republic of Korea based on the Grounded Theory - Focused on YouTube, Journal of Communication Design, 67, 313-329.
  44. Salegna, G. J., and Goodwin, S. A. (2005), Consumer loyalty to service provides: an integrated conceptual model, Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 18: 51-67. 
  45. Shelly, M. W., & Adelberg, T. Z. (1969). The constraint-reinforcement approach to satisfaction. Analyses of satisfaction, 3-23. 
  46. Shim, D. Y. (2018). The effect of OTT service's quality characteristics, users' characteristics on user satisfaction, loyalty, and continuous use intention, Hanyang University, Master Thesis.
  47. Shin, J. K., Kim, J. H. and Lee, S. H. (2021). The Effect of OTT Service Platform Characteristics on Psychological Benefits and OTT Brand Loyalty - Focusing on the Family Type, Journal of Digital Convergence, 19(10), 175-188. https://doi.org/10.14400/JDC.2021.19.10.175
  48. Yoo, J. H. and Park, J. Y. (2018). A Study on the Factors Influencing Continuous Usage Intension based on OTT Service User. Korean Journal of Broadcasting & Telecommunications Research, 46-79.