A Study on the Importance of Attributes of Paid OTT Service Account Sharing: Conjoint Analysis 


Vol. 46,  No. 4, pp. 708-721, Apr.  2021
10.7840/kics.2021.46.4.708


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  Abstract

As subscription economy becomes popular, account sharing, which refers to multiple users share the expense of one account together, is emerging. Although account sharing becomes prevelent particularly in Internet video streaming services or over-the-top (OTT) services, research on account sharing is insufficient. For a better understanding of account sharing of OTT services, this study explored consumers’ preferences on attributes of OTT services when sharing an account. To analyze their preferences, four attributes of account sharing (account sharing period, security level, price, and escrow service) were extracted based on a literature review, and the online survey was conducted on 177 users, who have experienced paid OTT services. Conjoint analysis was conducted to analyze data. The results show that the account sharing period is the most important attribute for consumers" choice, followed by profile, price, and escrow service. The present study contributes in enhancing the understanding of the new style of consumption of digital contents or account sharing, by elucidating signficant attributes of account sharing.

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  Cite this article

[IEEE Style]

H. S. Bae and Y. Jung, "A Study on the Importance of Attributes of Paid OTT Service Account Sharing: Conjoint Analysis," The Journal of Korean Institute of Communications and Information Sciences, vol. 46, no. 4, pp. 708-721, 2021. DOI: 10.7840/kics.2021.46.4.708.

[ACM Style]

Hyun Su Bae and Yoonhyuk Jung. 2021. A Study on the Importance of Attributes of Paid OTT Service Account Sharing: Conjoint Analysis. The Journal of Korean Institute of Communications and Information Sciences, 46, 4, (2021), 708-721. DOI: 10.7840/kics.2021.46.4.708.

[KICS Style]

Hyun Su Bae and Yoonhyuk Jung, "A Study on the Importance of Attributes of Paid OTT Service Account Sharing: Conjoint Analysis," The Journal of Korean Institute of Communications and Information Sciences, vol. 46, no. 4, pp. 708-721, 4. 2021. (https://doi.org/10.7840/kics.2021.46.4.708)

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pISSN : 1226 - 4717
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