• Journal of Digital Convergence
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• v.18 no.4
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• pp.425-431
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• 2020

The purpose of this study is to measure the user experience of Netflix which is a representative global OTT service, Watcha and Wavve which is a representative service of Korea. Using mobile applications, qualitative research and quantitative research on user experience of OTT service were conducted with task test, in-depth interviews and surveys. As a result of the study, The usefulness and accessible of the OTT service has not shown much difference between OTT services. Rather, contents based on personal preferences has a significant impact on OTT service selection. The study found that Netflix needs to secure contents, Watcha needs to improve interface and recast categories, Wavve needs to present contents that are focused on and improve interface of main screen. The study expects to help a build a differentiate user experience in the face of growing OTT platform competition.

• Journal of Digital Convergence
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• v.20 no.3
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• pp.169-180
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• 2022

As people spend more time indoors due to the COVID-19 pandemic situation, content consumption is increasing, leading to the rapid demand for Over The Top(OTT) services. Thus, this study attempted to verify impacts of OTT traits on the value, satisfaction, and continuous use intention perceived by users. Through the survey, 437 responses were collected, and analysis was conducted using AMOS 26.0. Results found that the traits of OTT service had a positive effect on perceived value that had a positive effect on user satisfaction and continuous use intention. User satisfaction was also found to have a positive effect on the intention to continue using OTT services. Moreover, hedonic innovation moderated the relationships between OTT traits and perceived value with exception of ubiquity. The findings provide valuable information for OTT service providers in understading users' behaviors.

• Journal of Digital Convergence
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• v.20 no.5
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• pp.513-523
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• 2022

Generally, people act to use Information Technology on the premise of their experience in using various Information Technology. Namely, users perceive Information Technology through their User Experience, and these User Experiences can be said to impact Continuous Use Intention of the Information Technology. Based on this condition, the present study was proceeded to investigate the User Satisfaction's Mediating effect in the relationship between User Experience and Continuous Use Intention of the OTT services. For this purpose, 195 male and female college students' survey data were used for analysis, verified through the SPSS Process Macro. As a result of the analysis, not only the Reliability experience for the OTT services but also the Usability, Convenience, and Pleasurable experiences' User Experiences were verified that Use Satisfaction was Fully Mediating in relation to Continuous Use Intention. This result gives an implication that the importance of User Experience and Use Satisfaction in maintaining customers through continuous use of OTT services are worth noting. Overall, the present study increased the customer utility for OTT services and confirmed the importance of User Experience and Use Satisfaction in order to increase the competitiveness of the company. Also, it proposed a direction for an in-depth future research to develop this study.

• The Journal of Information Systems
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• v.32 no.3
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• pp.63-83
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• 2023

Purpose With the continuous growth of the OTT services market, trust issues are becoming increasingly important, but research on this topic is still in its infancy. The purpose of this study is to identify the structural relationship between information system quality and reuse intention of OTT services and to analyze the impact of trust and user satisfaction. Design/methodology/approach This study proposed a research model based on the information system success model. In this study, a survey was conducted among 236 Korean users who have used OTT services within the last six months. Findings The results of the analysis showed that text quality and visual quality had a significant impact on trust in OTT services, with text quality having the largest impact. System quality and text quality also had a significant impact on trust in OTT service providers. However, visual quality did not have a statistically significant effect on trust in the service provider. Trust in the OTT service and the service provider was analyzed to have a significant impact on user satisfaction. However, it did not have a statistically significant impact on reuse intention. These findings have important implications for improving trust in OTT services to increase users' reuse intentions. It is also expected to contribute to further expanding the field of OTT service research.

• Journal of Internet Computing and Services
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• v.18 no.6
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• pp.93-100
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• 2017

In multi-media, multi-channel era, video viewing using various digital devices via the Internet, not the existing broadcasting network, is emerging as a new broadcasting viewing behavior. OTT service is regarded as the main service of this change of viewing behavior. It is a video service that can seamlessly use any content desired by the user at any time, at any time, any device, any contents, if the Internet connection is available. The purpose of this study is to investigate the factors affecting the satisfaction of OTT service by applying the technology acceptance model (TAM). As a result of analyzing through 303 questionnaires of the early users of OTT service, social pressure, perceived popularity, perceived cost, user reputation, individual innovation, and esthetics set as external factors in this study are partially affects perceived usefulness, perceived ease of use, and perceived enjoyment. In addition, perceived usefulness, ease of use, and enjoyment are directly influencing satisfaction. Based on these results, we discuss the theoretical and practical implications and propose future research direction.

• Journal of Digital Convergence
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• v.19 no.7
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• pp.283-287
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• 2021

The purpose of this study is to analyze personalized contents and previews of OTT service based on user experience and to suggest the improvements of the preview viewing experience. Current domestic OTT mobile applications were researched to find out how services are offering content. Plus, the 20s-30s were recruited to analyze user experience. An online survey and in-depth interview were conducted by using Stephen P. Anderson's Creating Pleasurable Interface Model. As a result, preview help users to select content but it doesn't suit their taste. Also, the preview is hard to watch however they want. Therefore, it can be inferred that the preview requires the function for improving efficiency, preference, and accessibility. This study is expected to be used as research material on user experience or preview experience of OTT content.

• The Journal of the Korea Contents Association
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• v.18 no.3
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• pp.124-137
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• 2018

The OTT service in Korea is not as popular as that in the U. S. This study argues that one of the major reasons of poor performance of OTT in Korea is that the OTT service providers did not acquire attracting contents, thus failing to appeal to Korean users. The other reason is Korean users are not willing to use OTT services because of high telecommunications fees to use OTT services. That is why most OTT users are using OTT services in WiFi zones, such as house, workplace, or school. This study investigated the popular OTT contents in recent three years, and how these popular OTT contents are provided in OTT service platforms, and how these contents are used in different places. The results of this study may provide several implications for OTT service providers' strategies in the future, and propose policy implications for the development of OTT services in Korea.

• Journal of Information Technology Services
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• v.19 no.5
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• pp.125-136
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• 2020

The subject of this study is user experience analysis for OTT mobile app services. Application service quality was quantitatively measured by utilizing KS-eSQI evaluation model from a service quality perspective. The purpose of this analysis is to analyze how service reuse and other people's intention to recommend services are affected by service quality. In addition, further analysis of user experience will qualitatively look at what efforts are needed to improve OTT service quality and provide a user-friendly environment. According to the survey, the higher the level of KS-eSQI service quality, the higher the reuse of OTT services and recommendation of others. In particular, the dimensions of primary services and unexpected additional services had a higher impact on customer loyalty and recommendation of others than in other industries. Moreover, the following three implications were found to improve app services from a customer experience perspective. First, images and video thumbnails that highlight the strength of the content they provide should be actively utilized. Second, it is necessary to provide service companies with evidence for data-based work recommendations. Third, it should provide a viewing environment in which users can respond more intelligently to the various situations and conditions when they actually watch.

• Knowledge Management Research
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• v.23 no.1
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• pp.203-225
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• 2022

Competition in the OTT (Over the Top) service market is getting fiercer since global OTT services enter the domestic market and existing platforms are actively reorganized. As powerful competitors with ultra-luxurious content continue to enter the marke with diversity required by users, various efforts are required for OTT service platforms to prevent subscriber churn in order to generate continuous revenue. Thus, this study tried to examine the effect of OTT service characteristics on continuous use intention through an empirical analysis based on Expectation-Confirmation Model(ECM). A total of 386 responses were collected from individuals who have experience or are currently using OTT service and analyzed using AMOS 24. Results show that content curation, content richness, and audience activity had a significant effect on expectation confirmation. Also, expectation confirmation had a significant effect on perceived usefulness and user satisfaction while perceived usefulness had a significant effect on user satisfaction, significantly influencing continuous intention to use OTT. Finally, price fairness was found to strengthen all proposed relationships. The findings are expected to provide useful information for service and content development for subscriber retention, which has the most direct impact on revenue generation of OTT service providers.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.125-135
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• 2022

The number of domestic users of OTT services is gradually increasing, and users can consume content more freely through OTT services that can consume content in various ways unlike existing broadcasting systems. As the service utilization rate increases and consumption patterns diversify, useful and convenient UI design and usability should be considered from the user's point of view, but research on the app UI design of OTT service is still insufficient. Therefore, in this study, UI design components were compared and analyzed for the top five mobile apps in Korea's OTT platform utilization rate, and usability evaluation was conducted through surveys and in-depth interviews with 10 people in their 20s. Based on the analysis results, the direction of improvement of OTT service mobile apps in the future was presented, and the results of this study are expected to be used as basic data for improving UI design and usability of OTT mobile apps in the future.