Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effect of OTT Service Platform Characteristics on Psychological Benefits and OTT Brand Loyalty -Focusing on the Family Type-

OTT 서비스 플랫폼 특성이 심리적 혜택 및 OTT 브랜드 충성도에 미치는 영향 -가족의 형태 중심으로-

  • Shin, Jong-Kuk (Dept. of Business Administration, Pusan National University) ;
  • Kim, Jaehun (Dept. of Business Administration, Pusan National University) ;
  • Rhee, SungHyun (Dept. of Business Administration, Pusan National University)
  • Received : 2021.08.05
  • Accepted : 2021.10.20
  • Published : 2021.10.28
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Abstract

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.

본 연구에서는 최근 빠르게 성장하고 있는 OTT 서비스 플랫폼에 관하여 연구하고자 한다. 연구를 통해서 소비자가 선호하는 플랫폼의 특성과 심리적 혜택과 충성도에 관계에 대해서 알아보았다. 또한, 가족의 형태가 플랫폼의 특성과 심리적 혜택의 관계에 대해 알아보았다. 본 연구는 OTT 서비스를 이용한 경험이 있는 소비자를 대상으로 총 255건의 설문조사를 시행하여, 이 중 불성실하거나 내부적으로 일관성이 없는 49건을 제외한 206건을 SPSS 18과 AMOS 21로 분석하였다. 연구의 결과에 따르면 OTT 플랫폼의 특징의 요인인 편의성, AI 추천서비스 그리고 콘텐츠의 모든 요인이 심리적 혜택에 유의한 영향을 미쳤다. 또한, 심리적 혜택은 브랜드 충성도에는 유의한 영향이 있다는 것으로 나타났다. 조절 변수인 가족의 형태에 따른 OTT 플랫폼의 특징과 가족의 형태는 차이는 없는 것으로 나타났다. 본 연구는 가족 형태에 따른 이론적 배경을 제공한 것에 의의가 있으며, 이후의 연구에서는 다양한 시기, 지역 그리고 요인을 추가하여 다룬 연구를 기대한다.

Keywords

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