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토픽모델링과 감성 분석을 적용한 스포츠 전문 OTT 서비스 이용자 인식 파악 연구: 스포티비 나우 앱 리뷰를 중심으로

Examining User Recognition of a Sport-Centered OTT Service Using Topic Modeling and Sentiment Analysis Focusing on the SPOTV Now App

박종철|장주화|김일광
국민체육진흥공단 한국스포츠과학원 (Korea Institute of Sport Science)|2024.06|체육과학연구 (Korean Journal of Sport Science)|제35권 제2호|pp. 313-327

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로지스틱 회귀분석토픽모델링감성 분석혁신확산이론Sentiment analysisLogistic regression analysisTopic modeling analysis앱 리뷰Diffusion of innovations theoryApp review
주제분류체육

초록

[목적] 최근 스포츠 OTT 서비스 이용자의 이상적인 시청 경험을 위한 서비스 품질 개선의 필요성이 증가하고 있다. 따라서, 본 연구는 국내 스포츠 전문 OTT 서비스인 스포티비 나우 앱의 이용자 리뷰를 분석하여 시청자의 총체적 인식과부정 감성을 파악하고 개선방안을 제시하는 데 그 목적이 있다. [방법] 본 연구를 위해 2017년 11월 21일부터 2023년 11월 30일까지 스포티비 나우 앱에 기록된 8,512개의 리뷰 데이터를 수집하였으며, 이후 일련의 전처리 과정과 함께 LDA 기반의 토픽모델링 분석을 수행하였다. 또한, 로지스틱 회귀분석을 통한 기계학습 처리 과정을 통해 감성 분석을 수행하고 오즈비 점수를 산출하였다. [결과] 토픽모델링 분석 결과, ‘회원 관리 서비스’, ‘서비스 안정성’, ‘스포츠 중계 서비스’, ‘경기 영상 서비스’, ‘구독 서비스’ 등 총 5개의 토픽이 도출되었다. 부정적인 인식 파악을 위한 감성 분석 결과, ‘독점’, ‘서버’, ‘결제’, ‘로그인’, ‘인증’, ‘유료’, ‘가입’, ‘광고’, ‘재생’, ‘로딩’이 상위 키워드 10개로 생성되었다. [결론] 스포츠 OTT 사업자는 이용자의 요청과 피드백에 대해 대응성을 강화해야 하며, 서비스 안정성을 위해 영상 재생과 서버 오류 문제를 개선해야 한다. 마지막으로 콘텐츠의 독점성뿐만 아니라 다양성을 확보하고 광고 영상을 최소화하거나 다양한 요금제를 마련하여 이용자가 비용 대비 높은 가치를 느낄 수 있도록 해야 할 것이다

Abstract

PURPOSE Recently, the need to improve service quality to provide an ideal viewing experience for sport OTT service users has increased. This study aimed to analyze user reviews of the SPOTV Now app, an OTT service specializing in sports in South Korea, to identify major perceptions of viewers and suggest measures for improvement. METHODS Review data (8,512) recorded on the SPOTV Now app were collected from November 21, 2017 to November 30, 2023. LDA-based topic modeling analysis was conducted along with a series of data preprocessing processes. Sentiment analysis was carried out through machine learning logistic regression analysis and odds ratio scores were calculated. RESULTS A total of five topics were derived, including ‘member management service', 'service stability', 'sport streaming service', 'sport video service', and 'subscription service'. Sentiment analysis indicated that 'exclusive', 'server', 'payment', 'log-in', 'authentication', 'pay', 'subscription', 'advertisement', 'play', and 'loading' were the top ten keywords. CONCLUSIONS Sport OTT operators should be more responsive to user requests and feedback, and video playback and server error problems should be improved for service stability. It is necessary to secure diversity as well as exclusivity of content, in addition to minimizing advertising or preparing various rate types, so that app users feel that they receive high value for their money.

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