• The Journal of Economics, Marketing and Management
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• v.11 no.5
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• pp.29-44
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• 2023

Purpose: This study analyzed the effect of the perceived value of the OTT platform on consumers' technology acceptance, continuous use intention, and WOM using the Expanded TAM. Research design, data and methodology: A survey was conducted targeting OTT platform users in their 20s to 40s nationwide from August 10 to 16, 2022, and a total of 208 people were used in the final analysis. To verify the research model, frequency analysis, CFA, and SEM analysis were performed using SPSS and AMOS. Results: First, the perceived value of the OTT platform was found to have a positive effect on consumers' technology acceptance (perceived usefulness, perceived ease of use, and perceived enjoyment). Second, the perceived ease of use of OTT platform consumers was found to have a positive effect on perceived usefulness and perceived enjoyment. Third, it was found that the perceived usefulness and perceived enjoyment of OTT platform consumers had a positive effect on the continuous use intention, and WOM. Fourth, it was found that the continuous use intention the OTT platform had a positive effect on the WOM. Conclusions: Word of mouth and continuous use of existing customers are important for OTT platform companies to retain existing customers and secure new customers. Through the perceived value of the OTT platform, efforts should be made to provide various contents that consumers can enjoy along with usefulness and convenience of functions.

• Journal of Digital Convergence
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• v.19 no.10
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• pp.303-317
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• 2021

The purpose of this study is to analyze the competitiveness of OTT operators by developing an analysis framework specialized for the OTT industry. Based on existing research on business model, platform business model, and OTT characteristics, the OTT platform business model framework was developed, and case analysis was conducted based on data from related materials, literature, and internal data to suggest the direction for domestic OTT operators. As a result of the study, domestic OTT operators should use advanced AI and big data technologies to produce original content and improve the infrastructure and service quality of the platform. This study is meaningful in that it provides an analysis framework for OTT operators to establish their own competitive strategies and suggests the direction for domestic OTT operators through case application.

• 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.

• Journal of Internet Computing and Services
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• v.17 no.4
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• pp.19-26
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• 2016

In this paper, the dynamic buffering based smart OTT platform was proposed, and analyzed for adaptive bit-rate video delivery with the optimization of HLS (HTTP Live Streaming). This platform consists of the software platform between sever and client which detects the bandwidth capacity, and adjusts the quality of the streaming for multiple bit-rates resolutions. In order to apply adaptive buffering, two buffers are added to the basic HLS player, and each buffer is responsible for constantly buffering a previous and the next channels relative to the current channel. This adaptive transmitting with smart OTT platform is superior to delivering a static video file at a single buffering, because the video stream of adaptive double buffers can be switched streaming according to client's available network speed. As a result, this proposed smart OTT can be cooperated to the application of HLS server with segmented H.265 MPEG-2 TS video & m3u8 files with its information based on the optimized transmission channel state of live and VOD, and applied to PLC transmission, too.

• 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.

• The Journal of the Convergence on Culture Technology
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• v.9 no.2
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• pp.445-450
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• 2023

This study analyzed the factors that viewers consider when watching anime on Over The Top(OTT) service platforms and the characteristics of each type of preference, which are the components of anime preference. To this end, the survey data of 240 animation major students were used for analysis, and the conclusions drawn through frequency analysis and cross-tabulation of IBM SPSS Statistics 27 are as follows. Netflix is the OTT service platform that viewers use the most, and TV series are the most preferred for animation works. In addition, it was found that Netflix OTT original animation works were preferred over other platforms, and long-form animation preferred Disney+. Among the characteristics of each type of animation preference, it was found that the factors considered when watching animation in terms of narrative value, aesthetic value, and entertainment value respectively value the structure, screen production, and immersion of the storyline. It is hoped that this study will be used as useful data for producing animation contents with the OTT service platform.

• The Journal of the Korea Contents Association
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• v.22 no.8
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• pp.159-169
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• 2022

The study explored the key factors(content satisfaction factor, functional satisfaction factor, inertia factor and situational factor) that influence OTT users' continued use from the perspective of Behavioral Economics. In addition to rational factors that make OTT users feel satisfied after experiencing the contents and functions by the platform, we assumed that it would also affect habitual factors from the 'status quo bias'. To verify this, an online survey was conducted on 523 adults in 20s and 40s who have subscribed to the Top3 OTT platform(Netflix, Wavve, and Tving). As a result of regression analysis, 'content satisfaction factor', 'functional satisfaction factor' and 'inertia factor' were significant in OTT continued use. 'Inertia factor' did not affect domestic OTT users. Unlike previous studies that supposed OTT service users as beings with complete rationality, this study is meaningful to explain OTT continued use by applying 'bounded rationality'.

• Journal of the Korea Convergence Society
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• v.13 no.1
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• pp.167-178
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• 2022

This study attempted to confirm the effect of the user's characteristics on perceived ease of use, perceived usefulness, willingness to pay, flow and addiction to OTT service platform iQIYI users. Researchers believe that as the number of OTT service users who are willing to pay increases, research on the influencing factors and the cause of addiction is needed. As a result of the study, first, it was found that perceived usefulness affects willingness to pay, second, use intention and willingness to pay affect flow, and third, willingness to pay and flow affect addiction. This study considered that it has theoretical and practical value in that the route to flow and addiction of OTT service users was set and tested with intention to use and pay. Researchers hope that the study will expand in terms of willingness to pay and use experience of OTT services in the future.

• Journal of Digital Convergence
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• v.14 no.10
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• pp.431-438
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• 2016

This study focused on the Korean-wave content consumed in the global market and analyzed success/failure factors of services through business model analysis. It aims to offer an effective new media content platform model. ViKi, Drama Fever, Maaduu.com which are representative global OTT were researched on management strategy by case analysis. The success of the global OTT platform is organized into three factors, target customer coverage, revenue model and community activation. Clear and wide coverage of target customer is important to determine the value of the service. Also, revenue model based on the pay service and community for Korean-wave fandom are essential to make good performance in new media platform business.

• The Journal of the Korea Contents Association
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• v.21 no.4
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• pp.447-453
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• 2021

The whole world was confused, unintended "COVID-19". It has become a constant phenomenon, not a temporary one, and people are getting used to this era. Among them, We are combating the form of "the film" which is playing a role of a multiplex in Korean film industry. Now we have studied the development of the future korean industry based on the movie theater form through our cultural industry, New platform OTT. As a result for the research, the OTT platform, which is located in one genre today, should be regarded as an opportunity to develop films, and the movie theater, which is a part of the development of the film industry, differs from the OTT platform. with "memory of space", the result was that "The audience's footsteps can move again." The crisis of "COVID-19" should bring about the consequences of turning into opportunity.