Journal of the Korean Society for Aviation and Aeronautics (한국항공운항학회지)

The Korean Society for Aviation and Aeronautics (한국항공운항학회)
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A Study on In-Flight OTT Service Strategies: From the Perspective of Age-Driven Variances in Binge-Watching Patterns

항공기 기내 OTT 서비스 전략에 관한 연구: 연령에 따른 콘텐츠 몰아보기 시청유형 차이의 관점에서

  • Younghwa Lee ;
  • Yinnan Li
  • 이영화 (고려대학교 미디어학과) ;
  • 이인남 (광운대학교 경영대학 경영학부)
  • Received : 2024.04.08
  • Accepted : 2024.05.22
  • Published : 2024.06.30
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Abstract

The aim of this study is to propose strategies for in-flight OTT services by examining differences in binge-watching patterns through online video streaming services based on age. Additionally, it investigates how the moderating effects of need for cognition and critical media literacy influence the relationship between age and binge-watching. Data from the 2020 Korean Media Panel Survey conducted by the Korea Information Society Development Institute were utilized, with moderating effects analyzed using Process Macro Model 1. Results indicate that as age increases, the frequency of binge-watching content rises while the duration decreases. Moreover, moderating effects of need for cognition and critical media literacy in the age-binge-watching relationship were confirmed. This study analyzed binge-watching behaviors among online video streaming service users, confirming the influence of age, binge-watching habits, need for cognition, and critical media literacy. Theoretical and practical implications include insights for in-flight service providers, content marketers, and online video streaming service operators.

Keywords

Acknowledgement

이 논문은 2024년도 광운대학교 교내 학술연구비 지원에 의해 연구되었음.

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