• 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.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.23 no.3
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• pp.223-228
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• 2023

According to the Korea Information Society Development Institute, OTT services grew at a rate of 33.4% in four yearsfrom 2017, when they were first launched.TheKorea Export-Import Bank announced in 2020 that the domestic OTT market was worth 780.1 billionKRW. This growth of the OTT market is expected to stimulate competition among OTT service platforms, and user satisfactionwithconvenience features, such as video recommendations, seems to be acting as an important factor in the competition.Currently, the OTT market uses a variety ofdata for customized recommendations, but the limitationis that it only uses datacollected within the app. Thereby we have proposed the use ofpersonal data collected outside the app for personalized recommendations, and the survey results showed that user satisfaction was 23.72% higher for recommended content based on the proposedmethod thanNetflix recommended content.

• The Journal of Information Systems
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• v.29 no.4
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• pp.193-208
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• 2020

Purpose Due to COVID19, the over-the-top media service (OTT) market is growing faster than expected at an annual average of 26.4%. In Korea, WAVVE, which integrated SKT's Oksusu and POOQ in September 2019, outperformed Netflix in the number of users immediately after its launch, but the number of users gradually decreased. Research on OTT investigated the spread of new media due to changes in regulations or policy, mostly in broadcasting media. On the other hand, OTT research in information systems began after the success of Netflix. It investigated consumers' satisfaction with information technology using the Information Technology Acceptance Model (TAM). This study investigates changes in consumer perceptions in the OTT market, which has grown after the Netflix's entry into Korea, the emergence of WAVVE and new OTT service providers, and the spread of COVID19. Design/methodology/approach This study selects contents, fees, service quality, and additional services as factors to evaluate consumer perception using AHP. Findings According to the 101 respondents, the content was the most important factor, followed by service quality, fees, and additional services. Contrary to previous findings that price is the determining factor in service adoption, this study reveals that consumers are willing to pay a reasonable amount for rich content and excellent service quality. Future research will use demographic analysis to reveal differences in consumer's perceptions of service selection.

• Journal of Korea Society of Industrial Information Systems
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• v.26 no.6
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• pp.135-154
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• 2021

This paper compares and analyzes the domestic OTT services to access their success factors, strategies and examine the domestic OTT leader's wavve's unique differentiation strategy. It is a comparative study of the top five market share services based on the operator and content's key success factors criteria, revenue structure, personalization, interactive media and cooperation. As a result, the common success factors were contents that reflected the characteristics of the operators, hybrid VOD, hybrid filtering, real-time participation interaction, alliances between the same and heterogeneous industries, and utilization of existing business areas. In addition, the study confirmed that it expanded the scope of the project and operated the contents efficiently by introducing one or more business strategies. wavve has been widely validated with its content, while B2C has long-term benefits and overseas use services, and B2B has a systematic use system, differentiating itself from other services. This paper can be the foundation for identifying the strengths and differences of each service on 2021, entering the domestic OTT industry, and establishing competitive strategies.

• Information Systems Review
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• v.24 no.1
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• pp.59-87
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• 2022

Since over-the-top (OTT) service has emerged as a new way of consuming video contents, OTT markets grow exponentially and the competition among the OTT services becomes intense. Only limited systematic research effort has been paid to understand why users subscribe such OTT services among other services. Therefore, we used developmental sequential mixed methods approach to find out the quality factors and their effect on post-subscription experiences and continuance intention. In the qualitative study, we derived six factors which a user considers important to continue the subscription. Based on the explored factors, we hypothesized a research model with modified three qualities from ISSM. The proposed research model was validated through quantitative research, a survey of 226 OTT service users in South Korea, using structural equation modeling. The results indicated that content quality is the key factor affecting both perceived enjoyment and satisfaction whereas system quality affects satisfaction, and service quality only affects enjoyment. Enjoyment affects satisfaction which sequentially affects continuance usage intention. This study contributes to research by modifying ISSM through mixed methods. It also provides OTT service providers with insight to enhance users' post experience and continuance intention to use the service through qualities derived from the interview.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.16 no.6
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• pp.1935-1952
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• 2022

Consumer innovativeness plays a vital role in explaining consumer dynamics, such as adoption, usage, and behavioral intention, in the new world of disruptive online media. This empirical study aimed to examine the importance of consumer innovativeness and digital literacy in the adoption and expansion of new technology-based media services, focusing on OTT services. Extending the theory of adoption of new technologies by innovators to new media environment centered on OTT services, it examines the influence of the four dimensions of motivated consumer innovativeness on OTT service usage. The Korea Media Panel Data of 2019, where overall ICT usage and media consumption of a broad panel of respondents was collected, was used for the analysis. From the data of 10,864 respondents, 4,031 (37.1%) were found to have experience in using OTT services. To clarify the mediating effect of digital literacy on the correlations between cognitive innovativeness of consumers and their use of OTT services, Process Macro Model 4 was used. The bootstrap method was applied to reveal that all four dimensions of consumer innovativeness have a significant indirect effect on new media usage through digital literacy, thus indicating how digital literacy plays an important role in the spread of new digital services in addition to consumer innovativeness. The findings are important in that they can help in the efforts to introduce new technologies to the public and educate them to improve their digital literacy so that they can enjoy the complete experience of using these new digital products.

• Journal of the Korea Institute of Information Security & Cryptology
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• v.34 no.3
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• pp.505-513
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• 2024

This study investigates how consumers perceive the collection of behavioral information through 'cookies' on OTT platforms and the impact it has on personalized services. Through SPSS analysis on 120 consumers, which was conducted to examine four hypotheses, correlations were found between awareness of OTT companies' behavioral information collection and online tracking recognition, awareness and willingness to provide cookies, and the extent of confirming behavioral information collection terms during registration and online tracking recognition. The study concludes that consumer knowledge about behavioral information significantly influences the importance and intention to use personalized services, highlighting the need for regulatory measures by both companies and government entities.

• 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 Korea Contents Association
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• v.21 no.11
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• pp.375-388
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• 2021

This study aims to contribute to the understanding of consumer behavior during the COVID-19 by comparing blog reviews of an over-the-top (OTT) online video service from before and during the pandemic. We anticipate that the COVID-19 outbreak prompts the use of the OTT service as part of an emotion-focused coping strategy derived from the loss of personal control and the subsequent avoidance motivation. We also posit that a strong yearning for life before COVID-19 will increase interest in the content that fulfills a need for nostalgia. Our analysis of Netflix reviews provides empirical evidence of the effects of an emotion-focused coping strategy and nostalgia on OTT service usage. First, the titles of the reviews posted during COVID-19 indicate that consumers were less likely to mention OTT services other than Netflix, more interested in domestic content, and used OTT services as an avoidance-denial strategy. Second, the blog content demonstrates that while pre-COVID reviews tend to focus on the practical benefits of OTT services, those posted during the pandemic focus on mood, emotions, and dialogue. In addition, interest in comedy and romance genres increased during COVID-19. Third, we identified a greater preference for realistic or everyday content that depicted the pre-pandemic era. This is the first empirical study to investigate the effects of COVID-19 on video streaming usage in Korea. In addition, this research contributes to the field of marketing by expanding our understanding of online video service users during COVID-19 and identifies practical implications for OTT services in the midst of a pandemic.

• Journal of the Korea Institute of Information and Communication Engineering
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• v.22 no.10
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• pp.1361-1370
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• 2018

With the advent of OTT, the new concept of content delivery service is growing interest in the market, the development of appropriate equipment and application program is needed. In order to provide OTT service, a system to receive UHD broadcast to collect free content is needed. In this study, we designed an OTT service providing system that operates on 4K UHD video adapter hardware capable of IPTV service. First, we analyzed the situation to provide video free contents service and implemented a system to collect free contents. To validate the research and to make practical use of it, we have developed a mobile program for free content service and distributed it through the Google App Store. It is also installed in an OTT box with the ability to provide free content on the open market and is in service in several countries including Brazil.