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[국내논문] OTT 서비스 플랫폼 특성이 심리적 혜택 및 OTT 브랜드 충성도에 미치는 영향 -가족의 형태 중심으로-
The Effect of OTT Service Platform Characteristics on Psychological Benefits and OTT Brand Loyalty -Focusing on the Family Type- 원문보기

디지털융복합연구 = Journal of digital convergence, v.19 no.10, 2021년, pp.175 - 188  

신종국 (부산대학교 경영학과) ,  김재훈 (부산대학교 경영학과) ,  이승현 (부산대학교 경영학과)

초록
AI-Helper 아이콘AI-Helper

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.

Abstract ▼ AI-Helper 아이콘AI-Helper

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 bet...

주제어

#OTT 서비스   #OTT 플랫폼 이용목적   #심리적 혜택   #OTT 브랜드 충성도   #가족의 유형  

표/그림 (9)

참고문헌 (82)

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