LikeSNU-서울대 중앙도서관 빅데이터 지식 플랫폼

OTT 서비스 소비자의 사회정서역량, SNS구전정보특성, 상호작용성이 구전효과에 미치는 영향에 관한 연구

Author

남미라, 이상호

Journal Title

기업과혁신연구

Publication Year

2023

Topics

#Business service

Summary

This study analyzed the factors influencing the word-of-mouth (WoM) effect of OTT service consumers. Social emotional competence positively affected SNS word-of-mouth information characteristics, which in turn positively affected interactivity. Consumer-information interaction positively influenced intention to use, while consumer-consumer interaction positively influenced intention to recommend.

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