OTT서비스 특성 및 심리적 혜택과 Z세대 브랜드 충성간의 관계분석

초록

The purpose of this study was to examine the relationship between brand loyalty and psychological attitudes related to OTT service characteristics and benefits recognized by Generation Z. First, it was discovered that the price of OTT services recognized by Generation Z affects psychological benefits, and second, among the OTT service factors recognized by Generation Z, recommended services contribute to the formation of psychological benefits. Third, among the OTT service factors recognized by Generation Z, convenience was found to have an effect on psychological benefits, and fourth, it was discovered that the price of OTT services perceived by Generation Z has brand loyalty and causality. Fifth, it was discovered that the OTT recommendation service perceived by Generation Z has a causal effect on brand loyalty, and sixth, the convenience of OTT service perceived by Generation Z has an impact on brand loyalty. Finally, it was discovered that the psychological benefits of OTT services perceived by Generation Z lead to brand loyalty. This study discussed the factors that build brand loyalty of OTT services for Generation Z, and through this, it was possible to identify the factors that OTT platform operators should pay attention to in Generation Z.

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