글로벌 소비 지향성이 OTT 플랫폼 만족도에 미치는 영향: 소비자 수용도 및 신뢰의 매개효과를 중심으로

The global OTT industry is rapidly growing by providing diverse cultural content across borders, and consumers are consuming content through OTT platforms in an environment where they can easily access various content without restrictions on borders. This study analyzed the effect of global consumption orientation on OTT platform satisfaction through the cross-cultural convergence theory, and analyzed the mechanism by which consumer acceptance and trust mediate this relationship. In this study, data were collected from 144 users who had used OTT platforms through a survey and used for research. The analysis confirmed that global consumption propensity positively affects platform satisfaction in the relationship between global consumption orientation and platform satisfaction. This means that platform satisfaction increases when consumers who use OTT platforms tend to accept cultural differences and consume them in a way that recognizes cultural diversity. The hypothesis that consumer acceptance and trust are important factors mediating the effect of global consumption propensity on platform satisfaction was also supported. When consumers with high global orientation accept new cultural content, they approach the content with an open attitude, quickly understand and adapt to the content if the consumer's acceptance is high. Therefore, companies should seek ways to strengthen their competitiveness and create richer user experiences by providing content and services that reflect consumers' global orientation and cultural diversity. Through this, this study will provide practical insights necessary for companies to understand the diverse content consumption patterns of global consumers and to effectively respond to consumers' needs.