유료 OTT 서비스 추천 콘텐츠 시청의도의 영향 요인 탐구

Abstract

In this study, the effect of perceived personalization, perceived serendipity, and brand loyalty on the viewing intention of recommended content was examined. We also examined whether the influences of these factors differ depending on the individual's internal locus of control. A survey was conducted on paid OTT service users. Results show that all three independent variables had significant influences on the intention to view recommended content, supporting all hypotheses. It was also found that the effects of personalization and brand loyalty were moderated by internal locus of control. These results show that the roles of factors influencing the intention to view recommended content differ according to individuals’ psychological characteristics.