OTT 서비스 전환 의도에 영향을 미치는 요인에 관한 탐색적 연구 : 콘텐츠 선택 지연 행위를 중심으로

초록

The rapid growth of OTT services is transforming the media landscape, with providers consistently offering high-quality content to stay competitive. Users, on the other hand, find themselves in an environment where they must select the “most worthwhile” content within a limited time. This study aims to identify the factors that may influence content selection delay within OTT services. Independent variables include user characteristics (self-oriented perfectionism, internal innovativeness), content characteristics (content overload, content ambiguity), and situational characteristics (regret avoidance, time pressure). The mediating variable and dependent variables are defined as selection delay, content viewing postponement, and intention to switch to other OTT services, respectively. The analysis reveals that content ambiguity, regret avoidance, and time pressure positively influence selection delay. It was also found that ‘selection delay’ leads to ‘content viewing postponement,’ which in turn increases the ‘intention to switch to other OTT services.’ Additionally, ‘selection delay’ directly contributes to a greater ‘intention to switch to other OTT services.’ This study suggests the necessity for technical and design improvements that enhance the specificity of content information and enable users to quickly choose content aligned with their preferences to alleviate selection delay.

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