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국내 OTT 서비스 이용자의 기대와 충족 분석: 기대가치이론을 중심으로

Author
신선경, 박주연
Journal Title
한국방송학보
Publication Year
2020
Topics
Summary

This study analyzed the relationship between expectations and gratification of domestic OTT service users based on Expectancy Value Theory, and its impact on usage time. Gratification Sought factors such as content diversity, entertainment/fun, sociality, system attributes, and price significantly influenced Gratification Obtained, and higher Gratification Obtained led to increased usage time. Notably, the difference between Gratification Sought and Gratification Obtained was most prominent in content-related factors, and entertainment/fun and sociality significantly impacted usage time.

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인문사회 21

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