An empirical study on the intention to use OTT bundled services: behavioral economics perspective

Hyunjung Son and Sangwon Lee

Journal of Media Economics, 2025, vol. 37, issue 2, 64-84

Abstract: Employing survey methodology, this study examines the intention to use OTT (Over-the-Top) bundled services from a behavioral economics perspective. To this end, by employing unique data from an online survey of 535 OTT users in Korea, this study investigates the influential factors of the intention to use two typical examples of OTT bundled services in the Korean market. The first research model examined the influential factors of the intention to use OTT bundling through pay TV Platform-in-Platform (PIP) method, which a separate OTT platform is built into the pay TV platform, such as IPTV In addition, the second research model examined the influential factors of the intention to use shopping-OTT bundling services. The results of the hierarchical regression analysis reveal that the majority of heuristic factors from a behavioral economics perspective affect the intention to use OTT bundled services. The findings additionally indicate that perceived convenience and price value influence the intention to use OTT bundled services. The results of this study demonstrate that the heuristic theory from a behavioral economics perspective, which is based upon “bounded rationality,” is a useful tool for explaining and predicting the OTT bundling services.

Date: 2025
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DOI: 10.1080/08997764.2025.2471305

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