Factors affecting users' satisfaction and dissatisfaction of OTT services in South Korea

Over-the-top (OTT) video streaming service centered on Netflix has opened up a new era of broadcasting. The purpose of this study is to understand which characteristics influence local user selection of OTT services. This article compares the users' expectation, satisfaction, and dissatisfaction between Netflix and K-OTT (Korea-based OTT) services in South Korea. Using the Expectancy-value framework, the study conducted an online survey of 269...