OTT 연애 리얼리티 프로그램의 클립 영상 시청 동기가 클립 영상 만족도와 원본 시청 의도에 미치는 영향

This study explores how viewing motivations for clip videos and the satisfaction derived from them influence viewers’ intention to watch the original content offered by subscription-based OTT platforms. Guided by the Uses and Gratifications Theory, this research examines Transit Love, a reality dating show produced by TVING that uniquely features ex-couples living together to rediscover romance. The study specifically targeted 300 individuals in their 20s and 30s who initially encountered the show through short-form clip videos, widely circulated via AVOD services and social media. The analysis identified five distinct viewing motivations: curiosity and entertainment, learning and information, trendiness, social interaction, and escapism. These motivations were found to significantly influence two dimensions of viewer satisfaction-emotional (such as thrill and enjoyment) and cognitive (including character engagement, reflective experience, and social sharing). Emotional satisfaction, especially the feelings of enjoyment and thrill, positively impacted the intention to view the full original content, regardless of a viewer's subscription status. In contrast, cognitive satisfaction-particularly reflective experiences-significantly influenced viewing intention only among current TVING subscribers. These findings underscore the pivotal function of clip videos as powerful complementary tools for promoting original content on subscription-based platforms. The study offers meaningful implications for content producers and marketers seeking to convert clip viewers into full-content consumers by strategically designing emotionally engaging and reflective clips.