OTTサービスプラットフォームの特性がリレーショナルメリットと消費者の満足度に及ぼす影響

Effect of OTT Service Platform Characteristics on Relationship Benefits and Customer Satisfaction

Purpose: This study was recently conducted to demonstrate the impact of consumer-favorite platform characteristics on consumer satisfaction in response to rapid changes in OTT service platforms. In this study, considering the time when the media market is changing around the OTT platform, it is judged that the advantage of the relationship with the characteristics of the platform is a very important factor in determining consumer satisfaction. Then, the hypothesis was derived. Research design, data, and methodology: To carry out this study, Judgment Sampling Method from April 16th to May 5th, 2021 for those who are using the OTT service mainly in the Busan area of South Korea The questionnaire was conducted by the questionnaire method. We distributed 200 copies and removed the collected questionnaires and dishonest questionnaires, limited to 162 copies, and tried to use them as empirical data for this study. After that, through the process of data coding, the SPSS18 program and the AMOS21 analysis program were used to demonstrate the researched and designed structural equation model. Results: As a result of the study, the characteristics of the OTT service platform, which are Independent variables, were set as system quality, convenience, recommendation service, and economic feasibility. Relational benefits as a parameter was set as psychological benefit and economic benefit. Finally, the endogenous variable was customer satisfaction. As a result of the study, all factors of system quality, convenience, recommended service, and economic feasibility were adopted as psychological benefits. On the other hand, for economic benefits, only three factors were adopted: system quality, recommended service, and economic feasibility. Psychological benefits had a significant effect on consumer satisfaction, but economic benefits were rejected. Implications: According to the results, consumers who use OTT services value price and convenience. Therefore, reasonable cost should be presented and convenience should be emphasized by using online features that are not possible offline. The psychological benefits of the relational benefits was significant in satisfaction, but the economic benefits did not obtain a significant result. Therefore, rather than marketing that provides discounts or coupons for consumers, it is important to do marketing that can be psychologically reassuring by improving quality.