• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.5
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• pp.29-34
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• 2023

Understanding individuals who consume content on OTT platforms is crucial for media operators and marketers due to the dominance of OTT services in the global media market. This study compared socio-demographic and personality characteristics of OTT non-users and users, and tested these characteristics impact on usage time of OTT services. Cross-sectional data from 9,686 respondents aged 13 and above that extracted from the 2022 Korean Media Panel Survey were analyzed, revealing significant differences between the groups in gender, age, education level, income level, employment status, openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism. Moreover, gender, age, education level, income level, employment status, conscientiousness, extraversion, and agreeableness influenced usage time of OTT service. The findings expected to be valuable data that media operators and marketing practitioners can refer to when formulating strategies that consider the characteristics of users.

• The Journal of the Korea institute of electronic communication sciences
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• v.8 no.2
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• pp.255-261
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• 2013

On the study of latest internet based video service diffusion of global broadcasting market. Code cutting of Pay broadcasting user because of Crisis of the pay market. On the other hand OTT(Over-The Top) service growth is pay-TV competitors. Accordingly this study perceived ease of use, perceived usefulness and satisfaction for analysis of internet based video service user. Analysis centered of correlation, regression that perceived ease of use, perceived usefulness and satisfaction.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.19 no.3
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• pp.41-51
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• 2019

This study explores the structure and the content of WWE Network, an entertainment Over The Top(OTT) produced in the United States. These days, a lot of companies all around the globe provide Internet streaming service OTT, and Netflix could be a great example of that. This study focuses on researching WWE Network of World Wrestling Entertainment(WWE). WWE Network is distinguished in a way that it is based on wrestling which combines sport and entertainment, and it is a suitable subject as it is not of wide range. Through this, it not only studies the structure and the content of WWE Network, but also explores the general market of OTT.

• Journal of Communications and Networks
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• v.18 no.6
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• pp.962-974
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• 2016

We are concerned with whether a vertically integrated broadband and content provider can unreasonably advantage itself over competing content providers, either by selling quality-of-service (QoS) to content providers at unreasonably high prices, or by refusing to provide access to QoS to competing content. We address this question by modeling the competition between one such vertically integrated provider and one over-the-top (OTT) content provider. The broadband provider decides whether to deploy QoS, and if so it also determines the QoS price if sold to either the OTT content provider or directly to users. We analytically determine when the broadband provider will sell QoS and when the OTT content provider or users will purchase QoS. We characterize the optimal QoS and video service prices. The Internet service provider (ISP)'s market share increases with the difference in the value of the two video services and decreases with the difference in the corresponding costs. Numerical results illustrate the effect of QoS price on content price, the variation of prices and profit with QoS price, and the variation of prices and market shares with the benefit of QoS. The ISP may sell QoS to users at a lower price than when QoS is sold to the OTT provider.

• The Journal of Information Systems
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• v.32 no.2
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• pp.63-85
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• 2023

Purpose According to a recent survey, more than 90% of customers make purchase or use decisions for their products and services, primarily based on word-of-mouth(WOM) information (reviews, recommendations, ratings, etc.). However, few studies have explored what factors influence user's WOM intention in the context of OTT service. To address this gap, this study investigates the antecedent factors of WOM intention by adopting stimulus-organism-response (SOR) theory and pleasure arousal dominance (PAD) theory as a theoretical basis. Design/methodology/approach The research model consists of stimulus factors (diversity of original content, aesthetics, interactivity, personalization quality), emotional factors (pleasure, excitement, dominance), and behavioral factor (WOM intention). The research hypothesis was tested using the survey data collected from OTT service users of 305. Findings The result reveals that diversity of original content significantly affects on pleasure and arousal whereas it is not associated with dominance. Findings indicate that aesthetics positively influences pleasure, and interactivity is not associated with arousal. It is also proven that personalization quality has a positive effect on dominance. In addition, pleasure, arousal, and domination are proven to be positively and significantly related to WOM intention.

• Journal of the Korean Society for information Management
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• v.41 no.2
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• pp.155-183
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• 2024

The purpose of this study is to understand the information use experience of total blindness with OTT. To achieve the study purpose, in-depth interview with nine total blindness using a semi-structured checklist was conducted. The data were analyzed using Colaizzi's phenomenological method. This study has found 5 categories, 13 theme clusters, and 47 themes. The five categories are as follows: 1) the purpose of information use, 2) difficulties of information use, 3) handling of difficulty in information seeking, 4) perception and feeling, 5) improvement requirement The implications of this study are as follows; 1) There are no significant differences between total blindness and the general people of Information request topic in the use of OTT, 2) negative experience was connected with the accessibility with OTT, 3) there is a demand of better conditions with technical sides of OTT, 4) On the whole, they have a positive perception with OTT services.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.18 no.4
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• pp.1000-1006
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• 2014

This study focuses on the fact that a OTT service is vigorously used for smart phones, and suggests a design of method to trace the experiences of watching television contents. For this purpose, we developed logging functions and embedded them into existing OTT service application to record flow and pattern of watching context. This paper suggests a log file format which can accurately and precisely record watching actions of users per-second methodology rather than former per-minute methodology. Moreover, this study shows that the application can trace watching attitude according to occurring events by characteristics and playing modes of realtime broadcasting, VOD, advertisement contents. In addition, based on the result of the study, this paper discusses educational, operational meaning of the method such as methodological application in mobile ethnography field or survey for total screening rate.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.22 no.9
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• pp.1191-1198
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• 2018

This paper illustrates not only the effectiveness of applying content quota system for on-demand video streaming platform, but also the effect of OTT regulation on copyright protection and cultural industry protection in a single market, focusing on the community's response to Netflix's entry into the EU market. Additionally, this paper examines on-demand video streaming services, growth of Netflix. The EU policy on the on-demand video streaming service market consists of 'portability' in the digital single market and content quota for copyright protection. In this paper, I analyze the market protection and the aspect of improving competitiveness of online streaming service industry. The EU is trying to protect the cultural industry and copyright protection in the region by applying and regulating the OTT business in content quota system, which has been applied only to European broadcasting companies.

• Journal of Korea Society of Industrial Information Systems
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• v.27 no.4
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• pp.47-64
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• 2022

This study attempted to identify the effect of personal innovation, perceived ease of use and perceived usefulness on the intention to use for users of OTT service platform Netflix, and finally affects flow and addiction. According to the research results, personal innovation has a positive impact on compatibility, simplicity and perceived usefulness, simplicity and perceived usefulness have a positive effect on use intention, compatibility and use intention have a positive effect on flow, and flow has a positive effect on addiction. This study is meaningful in that it can improve the understanding of user intention based on Netflix's new subscription standard and provide basic data that can be used for basic research on OTT service users' flow and addiction and development strategies of OTT content providers.

• Journal of Digital Convergence
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• v.19 no.4
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• pp.217-225
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• 2021

This study aimed to provide implications required to establish a content strategy by examining the influencing factors affecting the acceptance of curation services for 320 OTT users, and the main results are as follows. First, innovativeness was found to have a positive effect on performance expectations. Second, innovativeness was found to have a positive impact on the effort expectation. Third, performance expectation had a positive effect on the intention to use continuously. Fourth, it was shown that the effort expectation had a positive effect on the intention to use continuously. Fifth, social influence was found to have no significant effect on the intention to use continuously. Sixth, it was found that the facilitating conditions did not significantly affect the intention to use continuously. The above results can be assessed as the higher the OTT users perceive the performance and effort expectations of the curation service, the higher their intention to continue using them. This study is meaningful in that it verified the factors affecting the intention to use the OTT curation service and expanded the UTAUT model.