OTT 서비스 콘텐츠 추천 시스템 수용 저항에 영향을 미치는 요인: 넷플릭스 이용자를 중심으로

초록

This study investigated the factors influencing resistance to the Netflix recommendation system and recommended contents. We used an online survey (N = 274) to investigate how the relative advantage, perceived compatibility, perceived complexity, perceived inconvenience, perceived personal information risk, recommendation accuracy, diversity and novelty of recommendation system impact on Netflix recommendation system and recommended contents. According to results, it was found that the perceived compatibility, which is an innovation characteristic factor, negatively affects the resistance of the recommendation system, and the perceived complexity has a positive effect on the resistance of the recommendation system. And the perceived personal information risk also had a positive effect on the resistance of the recommendation system. Among the variables related to the quality of recommendation, only the diversity of recommendation was found to have a significant negative effect on the resistance of the recommendation system. Finally, it was found that the resistance intention to the recommendation system negatively affects the watching intention of the recommended content. Our findings will provide meaningful insights into how OTT platforms can provide a better recommendation service.

키워드