A Study on the Effects of VALS2-Based Consumer Lifestyles on OTT Brand Preference and Purchase Behavior

This study quantitatively analyzed the influence of VALS2 lifestyle types on college students' preferences and purchase intentions for OTT brands. Thinkers, Experiencers, and Strivers placed greater importance on the quality and diversity of original content, while Achievers valued the excellence of the main screen design. In terms of gender differences, female respondents placed higher value on telecommunication discounts and the speed of content uploads compared to their male counterparts. In the brand-specific analysis, Netflix showed the highest levels of preference and purchase intention, while Wavve was particularly favored by the Believers group. Regression analysis indicated that brand preference had a significant positive effect on purchase intention, with an explanatory power of 38.9%. These findings suggest that OTT service providers should establish customized content strategies and differentiated marketing approaches based on consumers' lifestyles.