OTT 개인화 추천 서비스의 개인화 수준이 이용자 이용 의도에 미치는 영향: 이용자의 인지된 유용성과 프라이버시 염려를 중심으로

This study examined whether users' perceptions and intention to use the service change depending on the personalization level of the recommender services. To this end, this study divided OTT recommender services into 3 levels (high, medium, and low) of he personalization level according to the user's personal information used for the personalized message, and verified whether users’ perceived usefulness, privacy concerns, and intention to use vary. Then, privacy calculus model was applied to examine an effect of perceived usefulness and privacy concerns on the intention to use the recommender services. Lastly, it was conducted to confirm a moderating effect of user's age on the relationship between the user's perceived usefulness, privacy concerns, and the intention to use. As a result, first, the higher the level of personalization of OTT recommended services, the higher the user's perceived usefulness, privacy concerns, and the intention to use recommender services. Second, the greater the perceived usefulness and the smaller the privacy concern of the user, the greater the intention to use the recommender service. Third, we confirmed that age moderates the effect of users’ perceived usefulness and privacy concerns on the intention to use. This study can contribute to the academic expansion of personalized recommendation services in that it examined ambivalent user perception by segmenting OTT recommendation services according to the level of personalization. It also provides practical implications for not only OTT companies but also content, marketing, and advertising business which effectively use personalized recommender services.