A Study on the Effect of OTT Service Attributes on OTT Consumption Behavior; Focusing on 20’s

Abstract

In media and content research, if research was mainly conducted from the perspective of "viewing" in the existing legacy media market, it is time to study from the perspective of "consumption" of purchasing and consuming OTT services as the global market expands after COVID-19. Therefore, through this study it is intended to be the starting point and catalyst for establishing a consumer behavior model in the media and content fields. In addition, we would like to provide implications for domestic OTT service research and OTT service practitioners by grasping the OTT consumption behavior of the generation through OTT service attributes in their 20s, which are emerging as the main consumption in the era of globalization.