Understanding the Cord-Cutters: An Adoption/Self-Efficacy Approach

Massad, Victor J.

doi:10.1080/14241277.2018.1554576

Cited by 10 publications

(5 citation statements)

References 27 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The results illustrated in Table 5 suggest that the proposed model was an excellent fit; the relative χ 2 (CMIN/df) statistic was 1.182, which was well below the recommended value of < 0.03, (Massad, 2018). The GFI and CFI indices obtained had a value of 0.932 and 0.992, respectively, both of which surpassed the cut-off value of > 0.90 (Prince & Greenstein, 2017).…”

Section: Evaluation Of Structural Modelmentioning

confidence: 84%

“…Such shifts in consumption patterns have also marked the beginning of a dramatic transformation that is constantly reshaping the entire M&E ecosystem. Considering the tough level of competition in the M&E landscape, M&E companies are keeping continuous track of viewer behaviour patterns to sustain viewership (Massad, 2018). Over-the-Top (OTT) platforms have generated an opportunity and confabbed with consumers through trends, micro-targeting them with customized offerings.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Role of E-Business Driven OTT Platforms in Influencing Consumer’s Intention to Cut the Cable Cord

Bisoyi,

Mishra,

Das

et al. 2023

Management and Labour Studies

View full text Add to dashboard Cite

The research article focuses on the impact of the COVID-19 pandemic that contributed to a surge in cable cord-cutting in mature as well as emerging markets such as India. The objective of this study was to provide a detailed understanding of the motivating forces behind consumers’ intention to cut the cord of television cables. This research article has tried to examine the impact of four factors, namely, (a) perceived advantage, (b) perceived value, (c) perceived compatibility and (d) perceived substitutability on the intention of the consumers’ cord-cutting. The research data were collected from 186 Subscription Video on Demand subscribers by circulating an online questionnaire and administering Amos 23.0 for analysing the data. The data analysis result revealed that consumers’ intention for cord-cutting was influenced by perceived compatibility, perceived value, perceived advantage and perceived substitutability. This research study intends to provide direction to pay TV subscription providers to understand the factors that influence cord-cutting and to motivate consumers to retain a minimal subscription leading to cord-shaving.

show abstract

Section: Evaluation Of Structural Modelmentioning

confidence: 84%

Section: Introductionmentioning

confidence: 99%

Role of E-Business Driven OTT Platforms in Influencing Consumer’s Intention to Cut the Cable Cord

Bisoyi,

Mishra,

Das

et al. 2023

Management and Labour Studies

View full text Add to dashboard Cite

show abstract

“…Customers are increasingly cord-cutting, which means they are abandoning pay-TV services in favour of OTT TV services [41]. There is a wave of consumers who are cord-shaving, which is downgrading their traditional premium pay-TV subscription services to standard/lower packages and combining their pay-TV services with OTT TV services [42].…”

Section: Impact Of Ott Tv Services On Pay-tv Operatorsmentioning

confidence: 99%

The Impact of Over-the-Top Television Services on Pay-Television Subscription Services in South Africa

Udoakpan

Tengeh

2020

Journal of Open Innovation: Technology, Market, and Complexity

View full text Add to dashboard Cite

Globally, developments and innovations in television technology, including the launch and growth of over-the-top television services (OTT TV), have affected traditional pay-TV operators’ ability to grow a subscriber base and retain existing customers. Despite attempts made by the Independent Communications Authority of South Africa (ICASA) to ascertain the impact of the OTT TV on pay-TV services, the results have remained inconclusive. In the absence of a comprehensive assessment and credible evidence, this paper sought to ascertain the impact that OTT TV services have on traditional pay-TV services in South Africa. A quantitative research method was adopted using a non-probability sampling technique for data collection. A total of 391 responses were collected utilising an online survey questionnaire and analysed using descriptive statistics on IBM® SPSS® version 26. The main findings of the study showed that OTT TV services are a complementary service to pay-TV services as opposed to a substitute. Low-income earners are using free/paid mobile applications to consume TV content, and for those who have neither OTT TV nor pay-TV services, free-to-air services are the preferred platform for TV consumption. This study benefits all stakeholders in digital media and business strategy, as well as marketing students.

show abstract

“…In the new world of disruptive online media, media consumers' innovativeness plays a vital role in explaining consumer dynamics, including its adoption, usage, and behavioral intention [4]. In general, lock-in and switching costs are high in the pay TV market, making it difficult for consumers to switch media services [5]; however, innovative media consumers willingly switch from expensive cable box and satellite dish services to OTT services, which offer more price savings and technological affordances as well as increase the value of their television experience by providing VOD services anytime and anywhere through diverse devices and an internet connection [6][7]. Accordingly, the growth and spread of OTT services may replace traditional media in terms of the media industry's competitive and structural aspects besides spurring changes in the rules and standards of the market and its policies [8][9].…”

Section: Introductionmentioning

confidence: 99%

Investigating Consumer Innovativeness for New Media Infusion: Role of Literacy in the Context of OTT Services in Korea

2022

KSII TIIS

View full text Add to dashboard Cite

Consumer innovativeness plays a vital role in explaining consumer dynamics, such as adoption, usage, and behavioral intention, in the new world of disruptive online media. This empirical study aimed to examine the importance of consumer innovativeness and digital literacy in the adoption and expansion of new technology-based media services, focusing on OTT services. Extending the theory of adoption of new technologies by innovators to new media environment centered on OTT services, it examines the influence of the four dimensions of motivated consumer innovativeness on OTT service usage. The Korea Media Panel Data of 2019, where overall ICT usage and media consumption of a broad panel of respondents was collected, was used for the analysis. From the data of 10,864 respondents, 4,031 (37.1%) were found to have experience in using OTT services. To clarify the mediating effect of digital literacy on the correlations between cognitive innovativeness of consumers and their use of OTT services, Process Macro Model 4 was used. The bootstrap method was applied to reveal that all four dimensions of consumer innovativeness have a significant indirect effect on new media usage through digital literacy, thus indicating how digital literacy plays an important role in the spread of new digital services in addition to consumer innovativeness. The findings are important in that they can help in the efforts to introduce new technologies to the public and educate them to improve their digital literacy so that they can enjoy the complete experience of using these new digital products.

show abstract

Understanding the Cord-Cutters: An Adoption/Self-Efficacy Approach

Cited by 10 publications

References 27 publications

Role of E-Business Driven OTT Platforms in Influencing Consumer’s Intention to Cut the Cable Cord

Role of E-Business Driven OTT Platforms in Influencing Consumer’s Intention to Cut the Cable Cord

The Impact of Over-the-Top Television Services on Pay-Television Subscription Services in South Africa

Investigating Consumer Innovativeness for New Media Infusion: Role of Literacy in the Context of OTT Services in Korea

Contact Info

Product

Resources

About