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http://dx.doi.org/10.18807/jsrs.2022.12.4.030

The Effect of OTT Service Characteristics on Flow, Satisfaction, and Brand Loyalty of MZ Generation Users : Focusing on Netflix Users in South Korea  

SeonYoung Jhee (Department of business administration, Hanyang University)
Sang-Lin Han (Department of business administration, Hanyang University)
Publication Information
Journal of Service Research and Studies / v.12, no.4, 2022 , pp. 30-49 More about this Journal
Abstract
Recently, as the transition to the untact era due to COVID-19 accelerates, non-face-to-face and non-contact practices have become commonplace, and the OTT (Over-The-Top) service market that provides media content such as movies and broadcast programs through the open Internet is largely expanded and it is receiving great attention from the MZ generation, who are familiar with digital devices and environments. In this study, the effects of OTT service characteristics on MZ generation users' flow, satisfaction and brand loyalty were examined, focusing on Netflix users, one of the representative OTT service brands. In order to carry out this study, a total of 216 people who have used the Netflix OTT service platform were empirically verified by using the survey data of those who have used it for analysis. As a result of the analysis, it was found that among the characteristics of OTT service, contents diversity, convenience, and reliability had a positive (+) effect on flow. Also, flow has a positive (+) effect on satisfaction, and satisfaction has a positive (+) effect on brand loyalty. However, among the characteristics of the OTT service, the recommended service did not have a positive (+) effect on the flow, and the flow did not have a direct positive (+) effect on the brand loyalty. Flow had a positive (+) effect on the brand loyalty through satisfaction. Through this study, it is expected that the market revitalization of the OTT service-related industry and the increasing number of OTT service brands will be able to contribute to the establishment of marketing strategies for the MZ generation consumers, and to provide practical implications.
Keywords
OTT service characteristics; Netflix; MZ generation; Flow; Satisfaction; Brand loyalty;
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Times Cited By KSCI : 4  (Citation Analysis)
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