OTT 서비스의 지속적 이용을 위한 큐레이션 디자인 연구

초록

The OTT service that we can enjoy anytime and anywhere has rapidly expanded with the development of smartphones and the advent of 5G. In addition, users have been able to choose OTT service platforms that suits their needs due to world-class companies beginning to produce the platforms. Curation, which automatically recommends numerous content according to the user’s taste, is in the spotlight as the development factor of an OTT service that can captivate users among a number of the OTT service platforms. Accordingly, this study aimed to suggest ways to improve the design of curation in an OTT service being preferred by users. First of all, it derived three functional factors of curation UI in an OTT service, such as visibility, intuition, and usability, through previous studies after examining the concepts and characteristics of the OTT service and curation by theoretical consideration. In addition, it tried to identify both the functional factors of curation UI in an OTT service preferred by users and the extent to which the functional factor of UI affects perceived usefulness and easiness through the derived factors applied to the technology acceptance model. The survey found that the functional factor of curation UI in an OTT service preferred by users is intuition and that visibility and usefulness affect perceived usefulness and easiness, respectively. It is expected that visibility, intuition, and usability, which are important factors in designing the curation of an OTT service, will affect the user’s continued use of the OTT service in the future and that further studies on design regarding curation functions will continue to be carried out for the OTT service that users can use continuously.

키워드