• Journal of Service Research and Studies
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• v.12 no.4
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• pp.30-49
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• 2022

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.

• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.851-860
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• 2024

This study analyzes the impact of online streaming services, particularly Over The Top (OTT) services, on consumer media consumption patterns in the digital age. It examines how consumer-centric service values affect OTT platform choice, consumer satisfaction, and brand loyalty, focusing on various factors such as content diversity, ease of use, affordability, brand awareness, and personalized services. The findings reveal that content diversity, ease of use, and affordability are significant factors positively influencing consumer satisfaction and brand loyalty, thereby motivating OTT platform selection. Contrary to expectations, personalized services did not have a significant impact. This research provides critical insights for OTT service providers to enhance consumer-centric values and develop competitive service strategies.

• Journal of Digital Convergence
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• v.19 no.10
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• pp.175-188
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• 2021

In this study, we are going to study the OTT service platform, which is growing rapidly in recent years. Through this study, the characteristics of the platform preferred by consumers and the relationship between psychological benefits and loyalty were investigated. In addition, the relationship between the type of family and the characteristics of the platform and psychological benefits was investigated. In this study, a total of 255 surveys were conducted targeting consumers who have used OTT services, and 206 cases were analyzed with SPSS 18 and AMOS 21, excluding 49 cases that were insincere or inconsistent internally. According to the results of the study, all factors of convenience, AI recommendation service, and content, which are factors characteristic of OTT platform, had a significant effect on psychological benefits. In addition, psychological benefits were found to have a significant effect on brand loyalty. It was found that there was no difference between the characteristics of the OTT platform and the type of family according to the family type, which is a control variable. This study is significant in providing a theoretical background according to the type of family. Future studies are expected to consider various members or add factors to the study.