@article{ART003263512},
author={Se Hyeon Kim and Seung In Kim},
title={The Impact of Personalized Recommendation Algorithms on User Experience and Satisfaction in OTT Services : A Comparative Case Study of Netflix, Tiving and Coupang Play},
journal={Industry Promotion Research},
issn={2466-1139},
year={2025},
volume={10},
number={4},
pages={285-297},
doi={10.21186/IPR.2025.10.4.285}
TY - JOUR
AU - Se Hyeon Kim
AU - Seung In Kim
TI - The Impact of Personalized Recommendation Algorithms on User Experience and Satisfaction in OTT Services : A Comparative Case Study of Netflix, Tiving and Coupang Play
JO - Industry Promotion Research
PY - 2025
VL - 10
IS - 4
PB - Industrial Promotion Institute
SP - 285
EP - 297
SN - 2466-1139
AB - This study empirically analyzes the impact of personalized recommendation algorithms on user experience (UX) and satisfaction across South Korea's leading OTT services—Netflix, TVING, and Coupang Play. Drawing upon the Technology Acceptance Model, UX design principles, and flow theory, a mixed-methods approach was employed, combining online surveys and in-depth interviews with men and women in their 20s and 30s. The findings reveal statistically significant differences in user experience and satisfaction across platforms based on their recommendation algorithms; however, the effect size was limited. This suggests that other factors—such as content quality, pricing, and exclusive offerings—play a more substantial role in shaping user satisfaction. Notably, a strong positive correlation was found between users' perception of recommendation algorithms and their level of engagement, indicating that such systems are key to enhancing user immersion. In conclusion, while personalized recommendation algorithms are important, they alone are insufficient. A sophisticated algorithmic design and an integrated UX strategy are essential for maximizing their impact.
KW - Personalized Recommendation Algorithm;Over-the-Top(OTT) Media Service;User Experience;(UX);User Satisfaction;Comparative Analysis of Media Platforms
DO - 10.21186/IPR.2025.10.4.285
ER -
Se Hyeon Kim and Seung In Kim. (2025). The Impact of Personalized Recommendation Algorithms on User Experience and Satisfaction in OTT Services : A Comparative Case Study of Netflix, Tiving and Coupang Play. Industry Promotion Research, 10(4), 285-297.
Se Hyeon Kim and Seung In Kim. 2025, "The Impact of Personalized Recommendation Algorithms on User Experience and Satisfaction in OTT Services : A Comparative Case Study of Netflix, Tiving and Coupang Play", Industry Promotion Research, vol.10, no.4 pp.285-297. Available from: doi:10.21186/IPR.2025.10.4.285
Se Hyeon Kim, Seung In Kim "The Impact of Personalized Recommendation Algorithms on User Experience and Satisfaction in OTT Services : A Comparative Case Study of Netflix, Tiving and Coupang Play" Industry Promotion Research 10.4 pp.285-297 (2025) : 285.
Se Hyeon Kim, Seung In Kim. The Impact of Personalized Recommendation Algorithms on User Experience and Satisfaction in OTT Services : A Comparative Case Study of Netflix, Tiving and Coupang Play. 2025; 10(4), 285-297. Available from: doi:10.21186/IPR.2025.10.4.285
Se Hyeon Kim and Seung In Kim. "The Impact of Personalized Recommendation Algorithms on User Experience and Satisfaction in OTT Services : A Comparative Case Study of Netflix, Tiving and Coupang Play" Industry Promotion Research 10, no.4 (2025) : 285-297.doi: 10.21186/IPR.2025.10.4.285
Se Hyeon Kim; Seung In Kim. The Impact of Personalized Recommendation Algorithms on User Experience and Satisfaction in OTT Services : A Comparative Case Study of Netflix, Tiving and Coupang Play. Industry Promotion Research, 10(4), 285-297. doi: 10.21186/IPR.2025.10.4.285
Se Hyeon Kim; Seung In Kim. The Impact of Personalized Recommendation Algorithms on User Experience and Satisfaction in OTT Services : A Comparative Case Study of Netflix, Tiving and Coupang Play. Industry Promotion Research. 2025; 10(4) 285-297. doi: 10.21186/IPR.2025.10.4.285
Se Hyeon Kim, Seung In Kim. The Impact of Personalized Recommendation Algorithms on User Experience and Satisfaction in OTT Services : A Comparative Case Study of Netflix, Tiving and Coupang Play. 2025; 10(4), 285-297. Available from: doi:10.21186/IPR.2025.10.4.285
Se Hyeon Kim and Seung In Kim. "The Impact of Personalized Recommendation Algorithms on User Experience and Satisfaction in OTT Services : A Comparative Case Study of Netflix, Tiving and Coupang Play" Industry Promotion Research 10, no.4 (2025) : 285-297.doi: 10.21186/IPR.2025.10.4.285
