Journal of Internet Computing and Services (인터넷정보학회논문지)

Korean Society for Internet Information (한국인터넷정보학회)
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A Study on Factors Influencing User's Satisfaction of OTT Service

OTT 서비스의 이용만족도에 영향을 미치는 요인에 관한 연구

  • Lee, heesung (Dept. of Media and Communication, Dongguk University) ;
  • Jin, Haiyan (Dept. of Media and Communication, Dongguk University) ;
  • Hwang, HaSung (Dept. of Media and Communication, Dongguk University)
  • Received : 2017.03.07
  • Accepted : 2017.09.14
  • Published : 2017.12.31
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Abstract

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.

다매체, 다채널 시대, 기존의 방송망이 아닌 인터넷 망을 통해 디지털 디바이스를 이용한 동영상 시청이 새로운 방송 시청 행태로 급부상 하고 있다. 이러한 시청 행태 변화의 주요 서비스로 OTT 서비스가 주목 받고 있다. OTT 서비스란 인터넷 연결이 가능한 곳이면 끊어짐 없이(seamless) 자신이 원하는 콘텐츠를 원하는 시간에 다양한 단말기(any time, any device, any contents)로 이용 할 수 있는 동영상 서비스를 말한다. 본 연구는 OTT 서비스의 확산에 발맞춰 OTT 서비스의 만족도에 영향을 미치는 요인을 기술 수용 모델이론을 적용하여 탐색하고자 하였다. OTT 서비스 초기 이용자 303명의 설문조사를 통해 분석한 결과, 사회적 압력, 인지된 대중성, 인지된 비용, 이용자 평판, 개인의 혁신성, 심미성 등이 인지된 유용성, 인지된 용이성, 인지된 유희성에 부분적으로 영향을 미치고 있는 것으로 나타났다. 또한 유용성, 용이성, 유희성은 각각 만족도에 긍정적인 영향을 미쳤다. 이러한 결과를 바탕으로 이론적, 실무적 함의를 논의하고 향후 연구 과제를 제언하였다.

Keywords

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