지상파 TV 방송과 OTT 서비스에 대한 미디어 서비스만족과 지속이용의도에 관한 연구

Abstract

Due to the development of information communication technology, the explosive growth of various Internet platforms and comprehensive broadcasting services, and changes in the Multi-channel environment, the broadcasting share of terrestrial broadcasting is struggling, and advertising sales are on the decline every year. On the other hand, video streaming service (OTT) services such as Netflix have recently grown rapidly, expanding their market dominance. In order to overcome the crisis of terrestrial broadcasting and decline in market share, this research seeks to identify motivational factors to influence media service satisfaction and then intention of continue use, and to examine the difference in media service satisfaction between terrestrial broadcasting users and OTT services users. Based on the literature review and online survey with 150 usable responses, this research identified four dimensions, usefulness, ease of use, cost, and playfulness which affected media service satisfaction. In addition, significant differences were presented in media service satisfaction between terrestrial broadcasting and OTT services. Their results are expected to offer a contribution to media services research field to develop various variables to influence satisfaction and to help practitioners to design a competitive strategy in order to survive competition with new broadcasting services such as OTT services.