중국 스마트 TV OTT 서비스 사용자의 개인 특성이 추천의도에 미치는 영향: 지각된 유희성 매개효과를 중심으로

With the emergence of OTT services, the platforms and contents that video media users can choose become more diverse. Active media users choose platforms according to their needs or preferences, and consume video media by combining multiple platforms. Through mobile phones, users can change their desired content into consumption without time and space constraints. Considering the lack of academic research on the characteristics of Ott services, this study studies the user characteristics of OTT services. It takes the representative smart TV OTT service users in China as the object, grasps the user's personal characteristics, and derives the research results of OTT service and smart TV characteristics. Based on the previous research, this paper analyzes the concept, characteristics and market status of smart TV and OTT services and understand the impact of users on the possibility and degree of OTT service use. The relationship between independent variables OTT user characteristics (innovation, self-efficacy) and dependent variables (perceived playfulness) was verified. In addition, in order to understand the influence relationship between variables and dependent variables (recommendation intention), a model of OTT service on recommendation intention and the enlightenment of active OTT service is put forward.