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Factors affecting users' satisfaction and dissatisfaction of OTT services in South Korea

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  • Shin, Sunkyung
  • Park, Jooyeun

Abstract

Over-the-top (OTT) video streaming service centered on Netflix has opened up a new era of broadcasting. The purpose of this study is to understand which characteristics influence local user selection of OTT services. This article compares the users' expectation, satisfaction, and dissatisfaction between Netflix and K-OTT (Korea-based OTT) services in South Korea. Using the Expectancy-value framework, the study conducted an online survey of 269 people with experience using OTT services. As a result, on average, respondents showed higher expectations and satisfaction with Netflix than K-OTT service. In addition, dissatisfaction was also higher in K-OTT service than Netflix, especially content dissatisfaction. Finally, when satisfaction with the perceived price of Netflix is higher than satisfaction with the perceived price of K-OTT services, it was confirmed that overall dissatisfaction with K-OTT services increases.

Suggested Citation

  • Shin, Sunkyung & Park, Jooyeun, 2021. "Factors affecting users' satisfaction and dissatisfaction of OTT services in South Korea," Telecommunications Policy, Elsevier, vol. 45(9).
    • Handle: RePEc:eee:telpol:v:45:y:2021:i:9:s0308596121001075
    DOI: 10.1016/j.telpol.2021.102203
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    References listed on IDEAS

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    1. Katherine Chen, Yi-Ning, 2019. "Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis," Telecommunications Policy, Elsevier, vol. 43(9).
    2. Sang-Gun Lee & Chang-Gyu Yang & Sin-Bok Lee & Jae-Beom Lee, 2015. "A study on the antecedents and consequences of satisfaction and dissatisfaction in web portal usage," Service Business, Springer;Pan-Pacific Business Association, vol. 9(3), pages 567-586, September.
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    Cited by:

    1. Lim, Chulmin & Kim, Seongcheol, 2023. "Why do Korean users intend to subscribe to global OTT service through their local IPTV service?," Telecommunications Policy, Elsevier, vol. 47(4).
    2. Jung, Seo Hyun & Park, Joo Yeun, 2024. "What is diverse?: A study of media diversity perceptions in the era of OTT services in South Korea," 24th ITS Biennial Conference, Seoul 2024. New bottles for new wine: digital transformation demands new policies and strategies 302506, International Telecommunications Society (ITS).
    3. Soren, Anup Anurag & Chakraborty, Shibashish, 2024. "Adoption, satisfaction, trust, and commitment of over-the-top platforms: An integrated approach," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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