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An Analytical Study on the Importance and Performance of Factors of Online Video Usage: Focusing on the Comparison of Chinese and Korean Platforms

  • Received : 2022.09.26
  • Accepted : 2022.11.04
  • Published : 2022.11.30
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Abstract

Purpose - The field of online videos has seen rapid changes in information and communications technology (ICT) development. Despite active academic research on the use of online platforms, few studies have analyzed the relative importance among the factors determined. In this study, the relative importance of factors found in previous studies was identified for users of online video platforms in China and Korea. Through this, factors that should be considered first in research on online video use were derived. In addition, the quality level of online video platforms currently used in China and Korea was measured and used for analysis. The analysis results can provide information for companies to enter Chinese and Korean markets and also be useful to platform providers aiming to increase usage. Design/methodology - Among the factors of Online Video Usage identified in previous studies, 13 factors to be studied were selected through focus group interviews and hierarchized into 2 layers. For the analytic hierarchy process (AHP), each factor was designed as a pairwise comparison questionnaire. The survey included questions on the quality of online video platform currently in use. Data collection was conducted on 16 platforms in China and 11 platforms in Korea, and the relative importance of factors and user perspectives was compared and analyzed using importance performance analysis (IPA). In the analytical process, platforms were divided into over-the-top (OTT) group and Creator group according to the weight of user-generated content, and data analysis focused on these groups. Findings - As a result of AHP, China and Korea showed both "Fun" and "Interests" factors at the top, while the importance of the Entertainment factor "Vicarious satisfaction" was very different for China and Korea. "Relationship with content creators" was the most important factor in China, but it ranked the lowest in Korea. The IPA showed that the factors with high importance and performance were fun, interests, and easy accessibility for both China and Korea. In contrast, the factors that showed low performance compared to high importance in China were relationship with content creators, relationship with acquaintances/friends, and trustworthiness. As for Korea, vicarious satisfaction was observed; thus, this study has raised the need for academic and industrial interest in vicarious satisfaction. The results show that fun, interests, vicarious satisfaction, and easy accessibility of the platform are factors that must be included in further studies on online videos. Originality/value - Existing studies related to the use of online platforms have derived factors or focused on the influence relationship between factors and performance. However, few studies have analyzed the relative importance among the determined factors. This paper explores factors to be considered in future studies by deriving the relative importance between these factors from the perspective of users in China and Korea.

Keywords

References

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