한국산업정보학회논문지 (Journal of Korea Society of Industrial Information Systems)

한국산업정보학회 (Korea Society of Industrial Information Systems)
권호 표지
DOI QR코드

DOI QR Code

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

The Influence of Strengthening OTT Values of Consumer: The Role of Platform Services and Susceptibility to Informational Influence

  • 투고 : 2024.10.05
  • 심사 : 2024.10.14
  • 발행 : 2024.10.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

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.

키워드

참고문헌

  1. Bentler, P. M. (1990). Comparative Fit Indexes in Structural Models, Psychological Bulletin, 107(2), 238-246. https://doi.org/10.1037/0033-2909.107.2.238.
  2. Chakraborty, D., Siddiqui, M., Siddiqui, A., Paul, J., Dash, G. and Dal Mas, F. (2023). Watching Is Valuable: Consumer Views-Content Consumption on OTT Platforms, Journal of Retailing and Consumer Services, 70, 103148. https://doi.org/10.1016/j.jretconser.2022.103148
  3. Chen, J., Teng, L., Yu, Y. and Yu, X. (2016). The Effect of Online Information Sources on Purchase Intentions between Consumers with High and Low Susceptibility to Informational Influence, Journal of Business Research, 69(2), 467-475 https://doi.org/10.1016/j.jbusres.2015.05.003.
  4. Electronic Times. (2024). Korean OTT Market Size Expected to Reach 7.2 Trillion Won in 2027, https://www.etnews.com/20240328000366 (Accessed on Mar. 28th, 2024)
  5. Fornell, C. and Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312.
  6. Hsiao, K. L. and Chen, C. C. (2017). Value-based Adoption of e-book Subscription Services: The Roles of Environmental Concerns and Reading Habits, Telematics and Informatics, 34(5), 434-448. http://dx.doi.org/10.1016/j.tele.2016.09.004.
  7. Hwang, I. (2023). Influence of Distributive Injustice and Relation Conflict on Knowledge Hoarding: Role of Sensitivity to Incentive and Task Interdependence, Journal of Korea Society of Industrial Information Systems, 28(6), 131-149. http://dx.doi.org/10.9723/jksiis.2023.28.6.131.
  8. Iyer, R., Babin, B. J., Eastman, J. K. and Griffin, M. (2022). Drivers of Attitudes toward Luxury and Counterfeit Products: The Moderating Role of Interpersonal Influence, International Marketing Review, 39(2), 242-268. https://doi.org/10.1108/IMR-02-2021-0091.
  9. Joung, H., Kim, M. and Hong, K. (2022). A Study on the Influencing Factors on Perceived Usefulness and Continuous Use Intention of Used Trading App's Users: Focusing on Consumption Value and Protection Motive Theory, Journal of Korea Society of Industrial Information Systems, 27(2), 143-161. http://dx.doi.org/10.9723/jksiis.2022.27.2.143.
  10. Kaartina, S., Chin, Y. S., Fara Wahida, R., Woon, F. C., Hiew, C. C., Zalilah, M. S. and Mohd Nasir, M. T. (2015). Adolescent Self-report and Parent Proxy-report of Health-related Quality of Life: An Analysis of Validity and Reliability of PedsQL™ 4.0 among a Sample of Malaysian Adolescents and their Parents, Health and Quality of Life Qutcomes, 13, 1-9. https://doi.org/10.1186/s12955-015-0234-4.
  11. Katz, E., Blumler, J. G. and Gurevitch, M. (1973). Uses and Gratifications Research, The Public Opinion Quarterly, 37(4), 509-523. https://www.jstor.org/stable/2747854. https://doi.org/10.1086/268109
  12. Kim, B. and Bae, M. (2010). A Study on the Influence of e-Service Quality of Internet Open-Market as Perceived Value, Customer Satisfaction and e-Loyalty, Journal of Korea Society of Industrial Information Systems, 15(4), 83-101.
  13. Kim, H. W., Chan, H. C. and Gupta, S. (2007). Value-based Adoption of Mobile Internet: An Empirical Investigation, Decision Support Systems, 43(1), 111-126. https://doi.org/10.1016/j.dss.2005.05.009.
  14. Kim, M. J., Lee, C. K. and Preis, M. W. (2020). The Impact of Innovation and Gratification on Authentic Experience, Subjective Well-being, and Behavioral Intention in Tourism Virtual Reality: The Moderating Role of Technology Readiness, Telematics and Informatics, 49, 101349. https://doi.org/10.1016/j.tele.2020.101349.
  15. Kim, N., Hwang, K. and Yang, S. (2021). The Influence of Perceived Value of Fresh Food Early-Morning Delivery Services on Continuous Use Intention: Focusing on the Value-Based Adoption Model, The Journal of Internet Electronic Commerce Research, 21(3), 1-26. https://doi.org/10.37272/JIECR.2021.06.21.3.1.
  16. Kim, Y. and Lee, S. (2022). The Effect of Personal Characteristics, Service Characteristics, and Perceived Value on Emoticon Subscription Intention, Research Institute for Social Science, 41(3), 191-231.
  17. Kwon, Y., Park, J. and Son, J. Y. (2021). Accurately or Accidentally? Recommendation Agent and Search Experience in Over-the-top (OTT) Services, Internet Research, 31(2), 562-586. https://doi.org/10.1108/INTR-03-2020-0127.
  18. Lee, S., Kim, S. Park, M. and Kim, Y. (2022). An Empirical Study on Customer Subscription Intention and Satisfaction on Subscription-based Music Streaming Platform, Journal of Korean Society for Quality Management, 50(3), 593-615. https://dx.doi.org/10.7469/JKSQM.2022.50.3.593
  19. Lee, S. and Park, H. (2021). A Comparative Study on the Key Success Factors of Over-the-tops in South Korea, Journal of Korea Society of Industrial Information Systems, 26(6), 135-154. http://dx.doi.org/10.9723/jksiis.2021.26.6.135.
  20. Lim, C. and Kim, S. (2023). Why Do Korean Users Intend to Subscribe to Global OTT Service through their Local IPTV Service?, Telecommunications Policy, 47(4), 102541. https://doi.org/10.1016/j.telpol.2023.102541.
  21. Liu, P., Li, M., Dai, D. and Guo, L. (2021). The Effects of Social Commerce Environmental Characteristics on Customers' Purchase Intentions: The Chain Mediating Effect of Customer-to-customer Interaction and Customer-perceived Value, Electronic Commerce Research and Applications, 48, 101073. https://doi.org/10.1016/j.elerap.2021.101073.
  22. Lu, H. H., Chen, C. F. and Tai, Y. W. (2024). Exploring the Roles of Vlogger Characteristics and Video Attributes on Followers' Value Perceptions and Behavioral Intention, Journal of Retailing and Consumer Services, 77, 103686. https://doi.org/10.1016/j.jretconser.2023.103686.
  23. Media Today. (2024). 'Streaming War' 2023 OTT 1-year Report Card... New Year's Outlook, https://www.mediatoday.co.kr/news/articleView.html?idxno=315197. (Accessed on Jan. 19th, 2024)
  24. Menon, D. (2022). Purchase and Continuation Intentions of Over-the-top (OTT) Video Streaming Platform Subscriptions: A Uses and Gratification Theory Perspective, Telematics and Informatics Reports, 5, 100006. https://doi.org/10.1016/j.teler.2022.100006.
  25. Nunnally, J. C. (1978). Psychometric Theory (2nd ed.), New York: McGraw-Hill.
  26. Park, H., Kim, S. and Sohn, C. (2022). The Effect of OTT Characteristics on Perceived Value, User Satisfaction and Continuous Use Intention in OTT: Focusing on the Moderating Effect of Hedonic Innovativeness, Journal of Digital Convergence, 20(3), 169-180. https://doi.org/10.14400/JDC.2022.20.3.169.
  27. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y. and Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies, Journal of Applied Psychology, 88(5), 879-903. https://doi.org/10.1037/0021-9010.88.5.879.
  28. Sridevi, P. and Ajith, N. T. (2024). Switching Channels: Investigating the Push, Pull, and Mooring Effects of Moving from Cable TV to OTT Services, Leisure Studies, 43(4), 644-661. https://doi.org/10.1080/02614367.2023.2256030
  29. Sun, Z., Fu, S. and Jiang, T. (2022). Gain-framed Product Descriptions Are more Appealing to Elderly Consumers in Live Streaming E-commerce: Implications from a Controlled Experiment, Data and Information Management, 6(4), 100022. https://doi.org/10.1016/j.dim.2022.100022.
  30. Wang, X., Wang, Y., Lin, X. and Abdullat, A. (2021). The Dual Concept of Consumer Value in Social Media Brand Community: A Trust Transfer Perspective, International Journal of Information Management, 59, 102319. https://doi.org/10.1016/j.ijinfomgt.2021.102319.
  31. Wang, Y., Ngai, E. W. and Li, K. (2023). The Effect of Review Content Richness on Product Review Helpfulness: The Moderating Role of Rating Inconsistency, Electronic Commerce Research and Applications, 61, 101290. https://doi.org/10.1016/j.elerap.2023.101290.
  32. Yazdanmehr, A., Wang, J. and Yang, Z. (2020). Peers Matter: The Moderating Role of Social Influence on Information Security Policy Compliance, Information Systems Journal, 30(5), 791-844. https://doi.org/10.1111/isj.12271.
  33. Yoon, J. H. and Kim, H. K. (2023). Why Do Consumers Continue to Use OTT Services?, Electronic Commerce Research and Applications, 60, 101285. https://doi.org/10.1016/j.elerap.2023.101285.
  34. Yoon, J. H. and Kim, H. K. (2024). An Empirical Analysis of Factors Affecting OTT Service Users' Switching Intention: Focusing on Netflix and the Perspective of the Push-pull-mooring Framework, International Journal of Human-Computer Interaction, 40(12), 3253-3262. https://doi.org/10.1080/10447318.2023.2185732.
  35. Zhou, Y. and Huang, W. (2023). The Influence of Network Anchor Traits on Shopping Intentions in a Live Streaming Marketing Context: The Mediating Role of Value Perception and the Moderating Role of Consumer Involvement, Economic Analysis and Policy, 78, 332-342. https://doi.org/10.1016/j.eap.2023.02.005.