@article{ART002889758},
author={Ho-Suk Hyun and Hyung-Seok Lee},
title={Application of Analytic Hierarchy Process to the Selection Factors of OTT Service},
journal={Journal of The Korea Society of Computer and Information},
issn={1598-849X},
year={2022},
volume={27},
number={10},
pages={245-254},
doi={10.9708/jksci.2022.27.10.245}

TY - JOUR
AU - Ho-Suk Hyun
AU - Hyung-Seok Lee
TI - Application of Analytic Hierarchy Process to the Selection Factors of OTT Service
JO - Journal of The Korea Society of Computer and Information
PY - 2022
VL - 27
IS - 10
PB - The Korean Society Of Computer And Information
SP - 245
EP - 254
SN - 1598-849X
AB - In this study, we derived selection factors for OTT services based on previous studies and presented an hierarchy process analysis model to calculate the weights for each evaluation. To evaluate the OTT selection factors, OTT customer data was used for the analysis. The results showed that of the first stage factors of economic feasibility, system excellence, convenience, diversity, playfulness, and responsiveness, diversity is the most important. When the weights for first stage and second stage factors were synthesized, entertainment was the most important factor. Lastly, this study analyzed whether there is a difference in the weight of the selection factor for the first stage of OTT service according to gender and age. This study shows which factors consumers prioritize when using OTT services.
KW - OTT service;N-screen;Media contents;Analytic hierarchy process;Priority
DO - 10.9708/jksci.2022.27.10.245
ER -

Ho-Suk Hyun and Hyung-Seok Lee. (2022). Application of Analytic Hierarchy Process to the Selection Factors of OTT Service. Journal of The Korea Society of Computer and Information, 27(10), 245-254.

Ho-Suk Hyun and Hyung-Seok Lee. 2022, "Application of Analytic Hierarchy Process to the Selection Factors of OTT Service", Journal of The Korea Society of Computer and Information, vol.27, no.10 pp.245-254. Available from: doi:10.9708/jksci.2022.27.10.245

Ho-Suk Hyun, Hyung-Seok Lee "Application of Analytic Hierarchy Process to the Selection Factors of OTT Service" Journal of The Korea Society of Computer and Information 27.10 pp.245-254 (2022) : 245.

Ho-Suk Hyun, Hyung-Seok Lee. Application of Analytic Hierarchy Process to the Selection Factors of OTT Service. 2022; 27(10), 245-254. Available from: doi:10.9708/jksci.2022.27.10.245

Ho-Suk Hyun and Hyung-Seok Lee. "Application of Analytic Hierarchy Process to the Selection Factors of OTT Service" Journal of The Korea Society of Computer and Information 27, no.10 (2022) : 245-254.doi: 10.9708/jksci.2022.27.10.245

Ho-Suk Hyun; Hyung-Seok Lee. Application of Analytic Hierarchy Process to the Selection Factors of OTT Service. Journal of The Korea Society of Computer and Information, 27(10), 245-254. doi: 10.9708/jksci.2022.27.10.245

Ho-Suk Hyun; Hyung-Seok Lee. Application of Analytic Hierarchy Process to the Selection Factors of OTT Service. Journal of The Korea Society of Computer and Information. 2022; 27(10) 245-254. doi: 10.9708/jksci.2022.27.10.245

Ho-Suk Hyun, Hyung-Seok Lee. Application of Analytic Hierarchy Process to the Selection Factors of OTT Service. 2022; 27(10), 245-254. Available from: doi:10.9708/jksci.2022.27.10.245

Ho-Suk Hyun and Hyung-Seok Lee. "Application of Analytic Hierarchy Process to the Selection Factors of OTT Service" Journal of The Korea Society of Computer and Information 27, no.10 (2022) : 245-254.doi: 10.9708/jksci.2022.27.10.245