Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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The Influence of Strengthening OTT Values of Consumer: The Role of Platform Services and Susceptibility to Informational Influence

OTT 소비자 가치 강화의 영향: 플랫폼 서비스와 정보 영향 민감성의 역할

  • Received : 2024.10.05
  • Accepted : 2024.10.14
  • Published : 2024.10.30
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Abstract

OTT, transcending traditional set-top boxes, signifies a burgeoning platform that facilitates real-time video content streaming on user-friendly devices via the internet, thereby supplanting TV and movie services. This study aims to enhance the sustainability of OTT platforms in the highly competitive OTT industry by emphasizing the value of personalization and socialization in OTT services.The study focused on adult consumers using OTT services, securing 340 samples through an online survey for hypothesis testing. The hypothesis testing results suggest increased consumers' hedonic and functional value due to the content richness, content recommendation, and device diversity on OTT. Additionally, these values and social values have amplified the continuous usage intention. Furthermore, social value interacts with hedonic and functional values, enhancing the intention for continuous usage. Similarly, the susceptibility to informational influence also interacts with social value, reinforcing this usage intention. This study elucidates the value factors desired by OTT consumers, suggesting strategies for value enhancement at both platform and individual levels, thereby aiding in developing tailored strategies for OTT platforms to cater to consumer needs.

OTT는 TV 및 영화 서비스를 대체하면서 빠르게 성장하고 있다. OTT는 셋톱박스를 넘어서라는 개념으로, 인터넷으로 실시간 스트리밍 영상 콘텐츠를 사용자 편의성을 강화한 기기에서 활용할 수 있도록 지원하는 플랫폼을 지칭한다. 연구 목적은 경쟁이 치열해지는 OTT 산업에서 플랫폼의 지속성 강화 방안을 제시하는 것이다. 세부적으로, 소비자의 OTT 서비스 가치를 개인화 측면과 사회화 측면에서 제시하고, OTT 플랫폼 서비스와 개인적 특성을 기반으로 가치 강화 방안을 제시하고자 하였다. 연구 대상은 현재 OTT 서비스를 이용하고 있는 성인 소비자로 설정하였다. 온라인 설문을 통해 연구 대상으로부터 340건의 표본을 확보하여, 가설 검정에 반영하였다. 가설 검정 결과, OTT 플랫폼의 콘텐츠 풍부성과 추천성, 그리고 기기 다양성 서비스는 소비자의 쾌락적, 기능적 가치를 높였으며, 사회적 가치와 함께 지속적 이용 의도를 향상하였다. 또한, 사회적 가치는 쾌락적, 기능적 가치와 각각 상호작용 효과를 가졌으며, 정보적 영향 민감성이 사회적 가치와 상호작용 효과를 가져 지속적 이용 의도를 강화하였다. 연구의 결과는 OTT 소비자가 요구하는 가치 요인을 제시하고, 플랫폼과 개인 차원의 가치 강화 조건을 제시하였으므로, 소비자 니즈를 충족하기 위한 OTT 플랫폼의 맞춤형 전략 수립에 도움을 줄 것으로 기대한다.

Keywords

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