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Application of Analytic Hierarchy Process to the Selection Factors of OTT Service

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2022, 27(10), pp.245-254
  • DOI : 10.9708/jksci.2022.27.10.245
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : September 20, 2022
  • Accepted : October 19, 2022
  • Published : October 31, 2022

Ho-Suk Hyun 1 Hyung-Seok Lee 2

1과학기술정책연구원
2충북대학교

Accredited

ABSTRACT

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.

Citation status

* References for papers published after 2022 are currently being built.