OTT 서비스 확산에 따른 국가 간 문화 수렴 가능성 연구: 한국과 일본의 세대 간 비교를 중심으로

초록

COVID-19 pandemic has deepened de-globalization and cut off cultures between countries. Conversely, as the use of OTT spread, opportunities for globalization and cultural exchange arose. To understand this contradictory situation, cultural crossvergence theory is used. According to this, socio-cultural factors do not change, and business ideological factors can change, but when they intersect, contradictory phenomena are captured at the same time. Therefore, this study tried to understand the current situation through the theory of cultural crossvergence. And social distance, consumer ethnocentrism, and consumer cosmopolitanism were adopted as socio-cultural factors, and OTT acceptance as a business ideology factor was adopted as a variable. As a result of the study, the difference between Korea and Japan in terms of consumer ethnocentrism, consumer cosmopolitanism, and OTT acceptance decreased as the MZ generation progressed. In particular, the gap narrowed in the direction of decreasing consumer ethnocentrism and increasing of both consumer cosmopolitanism and OTT acceptance. However, the social distance gap between Korea and Japan widened as the MZ generation progressed. Overall, OTT can play a positive role in easing relations between Korea and Japan. And if you do cultural marketing in Korea and Japan, you need to use OTT for contents.

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