OTT 서비스 사용이 사회적 거리감과 글로벌 소비자 행동 사이에서 작용하는 매개효과 : 한일 세대 간 비교를 중심으로

초록

After the COVID-19 pandemic, international relations deteriorated. As a result, the negative emotions people feel toward people from other countries also increased. At the same time, interesting changes were detected in the media content market. While people often use OTT services at home to share cultures around the world, each country's regulations on OTT services and the strengthening of local content production have led to an increase in domestic content consumption. As a result, changes in global consumer behavior were also detected. Therefore, this study tried to find out how OTT service affects cosmopolitanism and ethnocentrism in the distant relationship between countries, and what the effect looks like in Generation Z and Baby Boomers in Korea and Japan, respectively. For this, social distance, OTT acceptance, consumer cosmopolitanism, and consumer ethnocentrism were selected as variables, and whether OTT acceptance played a mediating role between social distance and global consumer behavior was checked. As a result of the study, it was found that OTT acceptance plays a mediating role between social distance and global consumer behavior. And it was found that OTT acceptance affects both cosmopolitanism and ethnocentrism. Finally, OTT services are likely to have a more ethnocentric influence in Japan and in Generation Z.

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