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Examining Factors Affecting the Binge-Watching Behaviors of OTT Services
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OTT(Over-the-Top) 서비스의 몰아보기 시청행위 영향 요인 탐색

논문 기본 정보

Type
Academic journal
Author
Journal
korea convergence society 한국융합학회논문지 한국융합학회논문지 제11권 제3호 KCI Accredited Journals
Published
2020.1
Pages
181 - 186 (6page)

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Examining Factors Affecting the Binge-Watching Behaviors of OTT Services
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Abstract· Keywords

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The purpose of this study is to empirically examine the factors affecting the binge-watching behaviors of OTT service users by using a multi-layer perceptron (MLP) artificial neural network. All samples (n=1,000) were collected from ‘A survey on user awareness in OTT service’ published by a Media Research Center of the Korea Press Foundation in 2018. Our research model includes one dependent variable which is binge-watching behaviors on OTT service and five independent variables such as gender, age, frequency of service usage, users’ satisfaction with content recommendation algorithm, and content types mainly consumed. Our findings demonstrate that age, frequency of service usage, users’ satisfaction with content recommendation algorithms, and certain types of contents (e.g., Korean dramas, Korean films, and foreign dramas) were found to be highly related to binge-watching behavior on OTT services.
#Convergence media #Online video service #Binge-watching #Artificial neural networks #Data mining #Watching behavior

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References (21)

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유지훈 / 2018 / 글로벌 OTT 서비스 이용자의 지속적 이용 의도에 미치는 요인 연구 넷플릭스 사례를 중심으로 / 방송통신연구 (102):46~79 dbpia Sidneyeve Matrix / 2014 / The Netflix Effect: Teens, Binge Watching, and On-Demand Digital Media Trends / Jeunesse: Young People, Texts, Cultures 6(1):119~138 Crossref 한순상 / 2017 / 수용자의 몰아보기 이용동기와 지속적 이용의도에 영향을 미치는 영향 요인에 대한 연구 / 한국콘텐츠학회 논문지 17(2):521~534 dbpia 이성준 / 2018 / 드라마 시리즈물 몰아보기 행위에 영향을 미치는심리 및 구조적 요인에 관한 고찰 / 한국콘텐츠학회 논문지 18(2):405~418 dbpia Riva Tukachinsky / 2017 / The Psychology of Marathon Television Viewing: Antecedents and Viewer Involvement / Mass Communication and Society 21(3):275~295 Crossref

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