국내 콘텐츠 소비자의 코드커팅 요인 연구

• 영문명: What Drives Korean People to Cut the Cord?
• 발행기관: 한국IT서비스학회
• 저자명: 권혁인(Hyeog In Kwon) 김주호(Ju Ho Kim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제19권 제6호, 31~53쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2020.12.30

영문 초록

The traditional media ecosystem is facing major changes with the expansion of over-the-top (OTT) services. While the percentage of people cutting the cord has already exceeded the percentage of people subscribing to pay TV services in the United States, due to the unique characteristics of the Korean market, it is uncertain whether the cord-cutting trend will have an impact on the Korean media industry despite of the advantages of OTT services. Accordingly, this study has directly determined the beneficial and sacrificial factors of switching to OTT services, as well as the personal and external influences behind the Korean OTT service users’ intention to switch. To achieve this, the Value-based Adoption Model (VAM) was used to measure the benefits of OTT services with regards to their content and systems, as well as measure the financial and procedural switching costs of cord-cutting; further, personal innovativeness and consumers’ social image were added as external variables. The results of this study showed that consumers take the content and system quality of OTT services and procedural switching costs and into consideration, and that their intention to switch was based on social image. These results could serve as data for consumer analysis regarding the expansion of OTT services into the Korean media industry, and also provide the strategic basis for preparing for sudden changes that may occur in the media ecosystem due to cord-cutting.

목차

1. Introduction

2. Conceptual Background

3. ResearchMethods and Results

4. Conclusion

5. Discussion

References

키워드

Cord-Cutting Over-The-Top Value Based Adoption Model Cord Coupler Media Substitution