티빙과 웨이브의 인수합병에 따른 OTT 이용자의 가입 의사에 영향을 미치는 요인 연구: 콘텐츠 경쟁력, 구독료, 기술적 품질, 브랜드 인지도 중심으로

As the M&A process between Tving and Wavve proceeds, this study examines the factors required to increase subscribers after the M&A, focusing on content competitiveness, subscription fees, technical quality, and brand awareness. To this end, a survey was conducted on 392 non-users of Tving and Wavve, and the result were analyzed by dividing 250 users with experience and 142 users with no experience. The analysis revealed that expectations of improved content competitiveness, subscription fee discounts, and improved technical quality following the M&A did not show statistical significance across users. However, the integrated OTT platform was expected to offer more original and exclusive content. Furthermore, for users with prior experience with integrated OTTs, expectations for improved content competitiveness, subscription fee discounts, and monthly OTT spending were statistically significant determinants. For users without prior experience with integrated OTTs, only the expectation of improved content competitiveness was statistically significant. These results suggest that, to effectively increase subscribers after the M&A, content competitiveness must be enhanced and active incentives for re-subscriptions must be provided through subscription discounts.