Asia Pacific Journal of Information Systems (APJIS)

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Current Issue

Date	June 2026
Vol. No.	Vol. 36 No. 2
DOI	https://doi.org/10.14329/apjis.2026.36.2.410
Page	410~437
Title	Consumer Evaluation of Over-the-Top (OTT) Service Attributes: Kano Analysis
Author	Jinyoung Nam, Seo-Young Kim, Yoonhyuk Jung
Keyword	Over-the-top (OTT) service, Kano Analysis, Consumer Satisfaction, Service Diversity Index, Digital Platform
Abstract	The rapid growth of the OTT industry has intensified competition among OTT services, driving improvements in consumer experience through diverse service features. While OTT platforms focus on original content to remain competitive, they have made limited efforts to enhance consumers’ satisfaction from a comprehensive service perspective. This study aims to assess the quality of OTT service attributes and identify which attributes contribute most to consumer satisfaction. Utilizing the Kano model and the Service Diversity Index, this study evaluates and categorizes key attributes of OTT services. A Kano questionnaire survey was conducted among 427 participants in South Korea to assess consumer satisfaction across six major OTT platforms: Netflix, Disney+, TVING, Wavve, WATCHA, and Coupang Play. The results reveal that the embedded e-commerce features, articularly the product list, are perceived as highly attractive, significantly enhancing consumer satisfaction. The study contributes to research on service diversity in digital platforms and provides practical insights for OTT providers, emphasizing the importance of integrated service strategies.

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