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http://dx.doi.org/10.15207/JKCS.2020.11.3.181

Examining Factors Affecting the Binge-Watching Behaviors of OTT Services  

Hwang, Kyung-Ho (School of Liberal Studies, Kyungnam University)
Kim, Kyung-Ae (Business School, Hanyang University)
Publication Information
Journal of the Korea Convergence Society / v.11, no.3, 2020 , pp. 181-186 More about this Journal
Abstract
The purpose of this study is to empirically examine the factors affecting the binge-watching behaviors of OTT service users by using a multi-layer perceptron (MLP) artificial neural network. All samples (n=1,000) were collected from 'A survey on user awareness in OTT service' published by a Media Research Center of the Korea Press Foundation in 2018. Our research model includes one dependent variable which is binge-watching behaviors on OTT service and five independent variables such as gender, age, frequency of service usage, users' satisfaction with content recommendation algorithm, and content types mainly consumed. Our findings demonstrate that age, frequency of service usage, users' satisfaction with content recommendation algorithms, and certain types of contents (e.g., Korean dramas, Korean films, and foreign dramas) were found to be highly related to binge-watching behavior on OTT services.
Keywords
Convergence media; Online video service; Binge-watching; Artificial neural networks; Data mining; Watching behavior;
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Times Cited By KSCI : 4  (Citation Analysis)
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