Earticle

초록

영어

The growth of the OTT industry increased the competition among OTT services, enhancing user experience by incorporating various service features. This study employed the Kano model and the Service Diversity index to evaluate and classify attributes of OTT services. This study aims to examine the quality of the OTT service attributes and investigate which OTT service attribute leads to user satisfaction. A Kano questionnaire survey was conducted based on a sample of 427 participants in South Korea. The results reveal that the embedded e-commerce attribute is perceived as the most attractive quality attribute that increases user satisfaction. The study provides theoretical and practical implications for academia, OTT service providers, and relevant businesses.

목차

Abstract
Introduction
Theoretical Background
2.1. OTT service quality and consumer satisfaction
2.2 OTT service diversity and consumer satisfaction
2.3 Kano model
Methods
3.1. Data collection
Results
4.1. Results
Conclusion
Acknowledgments
References

저자

• Jinyoung Nam [ College of Social Sciences, Seoul National University ]
• Seoyoung Kim [ School of Media and Communication, Korea University ]
• Yoonhyuk Jung [ School of Media and Communication, Korea University ]

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