Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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A Study on the Influencing Factors from Use Intention &Flow of Netflix Users

넷플릭스 이용자의 이용 의도와 몰입에 이르는 영향요인 연구

  • 이정정 (경성대학교 미디어영상디자인학과) ;
  • 배승주 (경성대학교 미디어콘텐츠학과) ;
  • 이상호 (경성대학교 미디어콘텐츠학과)
  • Received : 2022.05.04
  • Accepted : 2022.07.29
  • Published : 2022.08.30
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Abstract

This study attempted to identify the effect of personal innovation, perceived ease of use and perceived usefulness on the intention to use for users of OTT service platform Netflix, and finally affects flow and addiction. According to the research results, personal innovation has a positive impact on compatibility, simplicity and perceived usefulness, simplicity and perceived usefulness have a positive effect on use intention, compatibility and use intention have a positive effect on flow, and flow has a positive effect on addiction. This study is meaningful in that it can improve the understanding of user intention based on Netflix's new subscription standard and provide basic data that can be used for basic research on OTT service users' flow and addiction and development strategies of OTT content providers.

본 연구는 OTT 서비스 플랫폼 넷플릭스 이용자를 대상으로 개인 혁신성, 인지된 용이성 및 인지된 유용성이 이용 의도에 끼치는 영향과 그에 따라 최종적으로 몰입과 중독에 이르는 영향요인을 확인하고자 하였다. 연구결과에 따르면 개인 혁신성은 적합성, 단순성과 인지된 유용성에 정적인 영향을 미치며, 단순성과 인지된 유용성은 이용 의도에 정적인 영향을 미치며, 적합성과 이용의도는 몰입에 정적인 영향을 미치며, 몰입은 중독에 정적인 영향을 미치는 것으로 나타났다. 본 연구는 넷플릭스의 새로운 구독료 표준을 바탕으로 이용자 이용 의도에 대한 이해도를 높이고 OTT 서비스 이용자의 몰입과 중독에 대한 기초 연구와 OTT 콘텐츠 제공업체의 발전전략에 활용될 수 있는 기초 자료를 제공할 수 있다는 점에서 의미가 있다.

Keywords

Acknowledgement

이 논문은 2021년 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행된 기초연구사업임 (NRF-2021-R1I1A3054903).

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