감각추구성향이 OTT 콘텐츠 몰아보기 시청에 미치는 영향

Abstract

The OTT platform, which shows explosive growth, enables users to watch autonomously and actively compared to existing media. This study examined the influence relationship surrounding binge-watching, which is emerging as a characteristic viewing behavior of the OTT platform. As individual users' psychological tendencies are emphasized as an important factor in determining binge-watching, the influence on binge-watching behavior, attitude, and future viewing intention was verified through the psychological variable of sensation seeking.
 A path analysis was conducted based on the response of a total of 300 people, adult men and women in their 20s and 30s who usually do binge-watching to verify research problem and hypothesis.
 As a result of this study, it was found that thrill and adventure seeking among sensation seeking, has a positive effect on viewing frequency, the experience seeking has a positive effect on viewing intensity, and the disinhibition has a positive effect on pre-planning. The frequency of binge-watching, the intensity of watching, and the pre-planning variables, all has a positive effect on the attitude of binge-watching. In addition, the study was identified that significant effect of the binge-watching behavior and attitude on the future binge-watching intention. The result of this study is expected to be useful data to increase the level of understanding of OTT platform users and establish marketing strategies.