Factors affecting users' satisfaction and dissatisfaction of OTT services in South Korea

Shin, Sun-Kyung; Park, Jooyeun

doi:10.1016/j.telpol.2021.102203

Cited by 35 publications

(22 citation statements)

References 21 publications

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“…On the other hand, pull factors like reasonable pricing, the content of choice, and accessibility helped the viewers to continue consuming the OTT content (Mulla, 2022). Moreover, the OTT service is perceived to be more attractive than traditional media because of its accessibility across time and space, allowing freedom of choice for users to watch the desired content (Shin and Park, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Among all the pull factors influencing the choice of OTT over other entertainment media are affordable prices (Bhullar and Chaudhary, 2020), availability of a wide range of content (Bhattacharyya et al, 2022), ease of access to content through any device or at any time (Mulla, 2022), availability of both local and global content (Nagaraj et al, 2021) and interactive nature of platforms (Shin and Park, 2021) are frequently cited factors in the literature.…”

Section: Literature Reviewmentioning

confidence: 99%

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Pandemic impacts on cinema industry and over-the-top platforms in China

Yaqoub

Jingwu

Ambekar

2023

Media International Australia

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Over-the-top platforms are increasingly being accepted by the younger generation. This study examines the different modes of watching films that have emerged due to the proliferation of over-the-top platforms, smartphones, and 5G technologies during the pandemic period in China. Using survey data, we examine the perception and behavior of 592 respondents. The top five factors in increasing over-the-top platforms to watch movies include easy access, various genres, no time to visit a cinema, pandemic, and new films. Findings also show that users tend to use smartphones to access over-the-top platforms. Bilibili, Tencent Video, and iQIYI are China's most popular over-the-top platforms among viewers. Increasing cinema ticket prices, pandemics, lack of quality content, and film stories are significant challenges for the cinema industry in the near future. These results suggest that the film industry should maintain the quality of the movies, especially those released on the cinema screen. These findings also designate significant substitution between the over-the-top platform and cinema and recommend that competition authorities widen market definitions. The cinema environment and IMAX/3D appear to have little incentive to degrade over-the-top platforms, despite over-the-top's films contributing to declining box office revenue.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Pandemic impacts on cinema industry and over-the-top platforms in China

Yaqoub

Jingwu

Ambekar

2023

Media International Australia

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“…The study is one of the first attempts to explore how sports audiences adopted OTT services to consume sport content and explored their perceptions toward OTT usage. Previous studies have already investigated how users adopted music streaming services (Fernandes and Guerra, 2019) and other online streaming services (Shin and Park, 2021), but little attention has specifically been given to sports streaming services. Therefore, the findings of the study fill the gap in the extant knowledge of sport consumers' behavior and provide more insights into their online behaviors.…”

Section: Implications and Conclusionmentioning

confidence: 99%

New platform and new excitement? Exploring young educated sport customers' perceptions of watching live sports on OTT services

Scott

et al. 2023

IJSMS

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PurposeThis study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims to understand users' behavior when consuming sporting events and users' perceptions toward OTT services.Design/methodology/approachThe participants of the study are Chinese sports consumers that use streaming services to watch live sport content. An online survey was distributed through HUPU Sports, a Chinese online communication community where sports fans can share opinions. To make sure all responses qualified to take part in the study, skip logic questions were added at the beginning of the questionnaire to ask participants to answer whether they used streaming services for watching sports. A total of 352 responses were received and there were 327 useable questionnaires.FindingsThe results revealed that viewing convenience, free of commercials and viewing quality were the main reasons impacting them to adopt OTT services. In terms of users' perceptions, paid users rated higher in perceived enjoyment, perceived value, perceived usefulness (PU) and ease of use than nonpaid users. OTT users' fandom and PU could predict the time the users spent on using these services, while the users' fandom and perceived value are positively related to the money users spent on these services. In addition, this study also found that users' fandom, perceived value, content quality, and ease of use are positively associated with users' intention to continue to use the service.Originality/valueThe study is one of the first attempts to explore how sports audiences adopted OTT services to consume sport content and explore the audiences' perceptions toward OTT usage. Previous studies have already investigated how users adopted music streaming services (Fernandes and Guerra, 2019) and other online streaming services (Shin and Park, 2021), but little attention has been given to sports streaming services specifically. Therefore, the findings of the study fill the gap in the extant knowledge of sport consumers' behavior and provide more insights to their online behaviors. Moreover, the authors also contribute to the growing digital media literature by advancing our understanding perceptional differences between paid users and unpaid users. The streaming services literature has primarily focused on general users (Fernandes and Guerra, 2019), but the services neglect to understand the differences in between paid and unpaid users.

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“…Nagaraj et al (2021) identified the main reasons why users of OTT platform services adopt this innovative technology; these include 24-7 access, web-only access, content features, adfree viewing experience, HD video quality, and low subscription fees. Shin and Park (2021) also discovered that OTT users, as a consideration in choosing the viewing media, pursue social interaction with others, pleasant user experiences, diverse content, easy and convenient access, reliable service system quality, and a positive perception of price value. Malewar and Bajaj (2020) showed that content availability, facilitating conditions, and habit significantly impact the use of streaming technology and that price value perceived by consumers plays a vital role in the adoption of OTT platforms.…”

Section: Introductionmentioning

confidence: 99%

A deeper understanding of switching intention and the perceptions of non-subscribers

Tsai

2022

ITP

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PurposeMost previous studies on new technologies and services have concentrated on their acceptance, seldom exploring in depth why users may choose not to accept technology or service and remain “non-users.” This study aims to understand free platform users' intention to switch to paid subscription platforms.Design/methodology/approachThis study utilized push-pull-mooring (PPM) theory to investigate free OTT platform viewers' switching intentions toward paid OTT platforms. A research model was established and examined via a two-stage partial least square (PLS) method. A total of 446 free users were collected from Facebook and Line for data analysis.FindingsResults show that perceived intrusiveness is the push factor and alternative attractiveness is the pull factor and that both have a positive impact on the switching intention of non-subscribers. Habit represents the mooring factor and negative affects switching intention. Perceived convenience and perceived enjoyment are shown to be two significant habitual antecedents. Furthermore, habit is revealed to moderate the effect of users' perceived advertisement intrusion and alternative attractiveness on switching intention to strengthen positive impact when the habit is strong.Originality/valueThis study is one of the pioneering studies to consider free-to-paid switching behavior on media services using PPM's structural equation model. Contrary to previous research, the study found that, in the context of the free-to-paid transition, highly accustomed users' perception of pull factors and push factors were strengthened, thus generating the tendency to switch platforms.

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Factors affecting users' satisfaction and dissatisfaction of OTT services in South Korea

Cited by 35 publications

References 21 publications

Pandemic impacts on cinema industry and over-the-top platforms in China

Pandemic impacts on cinema industry and over-the-top platforms in China

New platform and new excitement? Exploring young educated sport customers' perceptions of watching live sports on OTT services

A deeper understanding of switching intention and the perceptions of non-subscribers

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