OTT 서비스 이용자의 지상파 방송과 유료방송 프로그램 및 채널 레퍼토리 유형이 OTT 서비스 장르 이용에 미치는 영향

초록

The purpose of this study is to identify the types of network television program repertoires, and to explore whether those repertories affect the usage of OTT services. First, results of the factor analysis were classified into three different genre repertoires on terrestrial TV and five channel repertoires on Paid-broadcasting TV. Second as a result of the logistic regression analysis, ‘drama·vaudeville·music show’ repertoires on terrestrial TV positively affected and ‘child·animation·education’ repertoires on Paid-broadcasting TV negatively affected drama viewing of OTT. Furthermore, ‘drama·vaudeville·music show’ repertoires on terrestrial TV and ‘music·entertainment·movie’ repertoires on Paid-broadcasting TV positively affected and ‘child·animation·education’ repertoires on Paid-broadcasting TV negatively affected entertainment viewing of OTT. ‘Movie·quiz show·sport’ repertoires on terrestrial TV, ‘music·entertainment·movie’ repertoires on Paidbroadcasting TV positively affected movie viewing of OTT. The results, in the present study, would give good insight for future repertoires researches and the study of OTT services.

키워드