Earticle

초록

영어

The rapid growth of the OTT industry has intensified competition among OTT services, driving improvements in consumer experience through diverse service features. While OTT platforms focus on original content to remain competitive, they have made limited efforts to enhance consumers’ satisfaction from a comprehensive service perspective. This study aims to assess the quality of OTT service attributes and identify which attributes contribute most to consumer satisfaction. Utilizing the Kano model and the Service Diversity Index, this study evaluates and categorizes key attributes of OTT services. A Kano questionnaire survey was conducted among 427 participants in South Korea to assess consumer satisfaction across six major OTT platforms: Netflix, Disney+, TVING, Wavve, WATCHA, and Coupang Play. The results reveal that the embedded e-commerce features, particularly the product list, are perceived as highly attractive, significantly enhancing consumer satisfaction. The study contributes to research on service diversity in digital platforms and provides practical insights for OTT providers, emphasizing the importance of integrated service strategies.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Theoretical Background
2.1. OTT Service Quality and Consumer Satisfaction
2.2. OTT Service Diversity and Consumer Satisfaction
2.3. KANO Model
Ⅲ. Research Methodology
3.1. Data Collection
Ⅳ. Results
Ⅴ. Discussion
5.1. Theoretical Implications
5.2. Practical Implications
Ⅵ. Limitations and Future Research

키워드

저자

• Jinyoung Nam [ Lecturer, College of Media & Communication, Korea University, Korea ]
• Seo-Young Kim [ Doctoral Student, Institute of Communications Research, College of Media, University of Illinois Urbana-Champaign, USA ]
• Yoonhyuk Jung [ Professor, School of Media and Communication, Korea University, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Asia Pacific Journal of Information Systems

• 간기

  계간

• pISSN

  2288-5404

• eISSN

  2288-6818

• 수록기간

  1990~2026

• 등재여부

  KCI 등재,SCOPUS

• 십진분류

  KDC 325 DDC 658