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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
