OTT 콘텐츠 품질특성이 시청자 행동의도에 미치는 영향: 콘텐츠-시청자 간 상호작용성의 매개효과

초록

This study attempted to identify the impact of content quality, a key success factor, on viewers’ behavioral intentions in an OTT service environment where competition is intensifying, and to empirically identify the mediating role that content-viewer interactivity plays in this relationship. To this end, the main results of the survey and analysis of 292 adult OTT users in Korea are as follows. First, among the sub-factors of OTT content quality, directionality and empathy had a statistically significant positive (+) effect on viewing intention, but workability and informativity had no significant positive (+) effect. Second, it was found that content-viewer interactivity had a significant positive (+) effect on viewing intention. Third, it was confirmed that content-viewer interactivity completely mediated the relationship between directing and viewing intention, and the relationship between empathy and viewing intention, respectively. These findings suggest that in order for OTT platform operators to induce continuous use by viewers, it is essential to design a platform environment and strengthen related functions so that viewers can interact deeply with the content and have a positive experience.

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