Effects of Sensation Seeking Tendency on Binge-watching OTT Contents

Abstract

The OTT platform, which shows explosive growth, enables users to watch autonomously and actively compared to existing media. This study examined the influence relationship surrounding binge-watching, which is emerging as a characteristic viewing behavior of the OTT platform. As individual users' psychological tendencies are emphasized as an important factor in determining binge-watching, the influence on binge-watching behavior, attitude, and future viewing intention was verified through the psychological variable of sensation seeking. A path analysis was conducted based on the response of a total of 300 people, adult men and women in their 20s and 30s who usually do binge-watching to verify research problem and hypothesis. As a result of this study, it was found that thrill and adventure seeking among sensation seeking, has a positive effect on viewing frequency, the experience seeking has a positive effect on viewing intensity, and the disinhibition has a positive effect on pre-planning. The frequency of binge-watching, the intensity of watching, and the pre-planning variables, all has a positive effect on the attitude of binge-watching. In addition, the study was identified that significant effect of the binge-watching behavior and attitude on the future binge-watching intention. The result of this study is expected to be useful data to increase the level of understanding of OTT platform users and establish marketing strategies.