Examining factors affecting local IPTV users’ intention to subscribe to global OTT service through their local IPTV service

Chulmin Lim

23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world from International Telecommunications Society (ITS)

Abstract: In November 2018, LG Uplus had a partnership with Netflix for the first time in South Korea and started to offer the integrated service which is available to subscribe and use Netflix through its IPTV. Despite of huge influence of integrated service to local media industry, there are few studies to examine the strategic meaning of this contentious phenomenon and consumers’ responses. Therefore, this study tried to find meaningful factors affecting local IPTV users’ intention to subscribe to global OTT service through this integrated service by using structured equation model (SEM). From the result of this study, users’ dissatisfaction with IPTV could not impact on intention to subscribe to global OTT service. However, users’ perceived value of global OTT service, perceived benefit of integrated service and binge watching have positive impact on it. This study has some academic and practical implications for practitioners in pay-TV and OTT industry.

Keywords: Internet Protocol TV (IPTV); Over-the-Top (OTT); U+tv; Disney Plus and South Korea (search for similar items in EconPapers)
Date: 2021
New Economics Papers: this item is included in nep-isf
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://www.econstor.eu/bitstream/10419/238036/1/Lim.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:zbw:itsb21:238036

Access Statistics for this paper

More papers in 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world from International Telecommunications Society (ITS)
Bibliographic data for series maintained by ZBW - Leibniz Information Centre for Economics ().