OTT(Over The Top) 서비스 시대의 소비자 인식 및 개인정보 보호 강화: 행태정보 수집과 개인화 맞춤형 서비스를 중심으로

Vol. 34, No. 3, pp. 505-513, 6월. 2024
10.13089/JKIISC.2024.34.3.505, Full Text:
Keywords: OTT, Cookie, Behavioral Information, Consumer Awareness, Personalization
Abstract

This study investigates how consumers perceive the collection of behavioral information through 'cookies' on OTT platforms and the impact it has on personalized services. Through SPSS analysis on 120 consumers, which was conducted to examine four hypotheses, correlations were found between awareness of OTT companies' behavioral information collection and online tracking recognition, awareness and willingness to provide cookies, and the extent of confirming behavioral information collection terms during registration and online tracking recognition. The study concludes that consumer knowledge about behavioral information significantly influences the importance and intention to use personalized services, highlighting the need for regulatory measures by both companies and government entities.

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Cite this article
[IEEE Style]
이승연, 오준형, 전지현, "Enhancing Consumer Awareness and Privacy Protection in the Era of Over-the-Top(OTT) Services: Focused on Behavioral Information Collection and Personalized Content," Journal of The Korea Institute of Information Security and Cryptology, vol. 34, no. 3, pp. 505-513, 2024. DOI: 10.13089/JKIISC.2024.34.3.505.

[ACM Style]
이승연, 오준형, and 전지현. 2024. Enhancing Consumer Awareness and Privacy Protection in the Era of Over-the-Top(OTT) Services: Focused on Behavioral Information Collection and Personalized Content. Journal of The Korea Institute of Information Security and Cryptology, 34, 3, (2024), 505-513. DOI: 10.13089/JKIISC.2024.34.3.505.