Title Page
Contents
Abstract 9
I. Introduction 11
1. Research Background 11
1.2. Research Objectives 14
1.3. Research Outline 16
II. Literature Review 18
2.1. OTT Platform 18
2.1.1. What is OTT? 19
2.1.2. Development of OTT Platform 20
2.1.3. Difference between Traditional Television and OTT Content 23
2.2. OTT Contents Characteristics 24
2.2.1. Platform Accessibility 26
2.2.2. Social Interaction 33
2.2.3. Content Gratification 36
2.3. Subscriber Intrinsic and Extrinsic Needs 39
2.3.1. Intrinsic Needs 40
2.3.2. Extrinsic Needs 41
2.4. Subscriber Engagement 43
2.5. Drivers of Subscriber Equity 48
2.5.1. Value Equity 50
2.5.2. Brand Equity 52
2.5.3. Relationship Equity 56
III. Research Method 59
3.1. Hypothesis 59
3.1.1. Relationship between Subscriber Intrinsic Needs and OTT Content Characteristics 59
3.1.2. The Relationship between Subscriber Extrinsic Needs and OTT Contents Characteristics 62
3.1.3. Relationship between Attributes of OTT Platform and Subscriber Engagement 65
3.1.4. Relationship between Subscriber Engagement and Subscriber Equity 67
3.2. Structure Model Design 73
3.3. Sampling 74
3.4. Measurements 75
3.5. Data Collection 76
3.6. Data Analysis Method 77
3.6.1. Descriptive Statistical Analysis 77
3.6.2. Reliability and Validity Analysis 77
3.6.3. Structural Equation Model 78
IV. Data Analyses and Result 79
4.1. Demographic Analysis 80
4.2. Reliability Analysis 80
4.3. Confirmation Factor Analysis 82
4.4. Model and Hypotheses Test 84
V. Conclusion 86
5.1. Summary 86
5.2. Implications 87
5.2.1. Academic Implications 87
5.2.2. Partitional Implications 90
5.3. Limitation and Future Research 92
References 94
Korean Abstract 109
Appendix: Questionnaire 110
〈Table 1〉 Measurements 76
〈Table 2〉 Sample Characteristics 80
〈Table 3〉 Result of Reliability Analysis 81
〈Table 4〉 Result of CFA 83
〈Table 5〉 Hypotheses Test Result 85
〈Figure 1〉 Research Process 17
〈Figure 2〉 Research Model 73
〈Figure 3〉 Model Test Result 84