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http://dx.doi.org/10.9708/jksci.2022.27.10.245

Application of Analytic Hierarchy Process to the Selection Factors of OTT Service  

Hyun, Ho-Suk (Science and Technology Policy Institute)
Lee, Hyung-Seok (School of Business, Chungbuk National University)
Publication Information
Journal of the Korea Society of Computer and Information / v.27, no.10, 2022 , pp. 245-254 More about this Journal
Abstract
In this study, we derived selection factors for OTT services based on previous studies and presented an hierarchy process analysis model to calculate the weights for each evaluation. To evaluate the OTT selection factors, OTT customer data was used for the analysis. The results showed that of the first stage factors of economic feasibility, system excellence, convenience, diversity, playfulness, and responsiveness, diversity is the most important. When the weights for first stage and second stage factors were synthesized, entertainment was the most important factor. Lastly, this study analyzed whether there is a difference in the weight of the selection factor for the first stage of OTT service according to gender and age. This study shows which factors consumers prioritize when using OTT services.
Keywords
OTT service; N-screen; Media contents; Analytic hierarchy process; Priority;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
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