IDEAS home Printed from https://ideas.repec.org/a/eee/telpol/v45y2021i7s0308596121000720.html
   My bibliography  Save this article

Who uses paid over-the-top services and why? Cross-national comparisons of consumer demographics and values

Author

Listed:
  • Kwak, Kyu Tae
  • Oh, Chae Ju
  • Lee, Sang Woo

Abstract

This study empirically investigates characteristics that influence the use of paid content streaming, or over-the-top (OTT) media services. We surveyed paid OTT service users from seven countries—Britain, China, France, Germany, Japan, South Korea, and the United States— to examine the effects of user demographics and values on paid OTT usage as well as the different user characteristics that affect paid OTT usage by country. Our results show that age, monthly income, education, occupation, and tendencies toward warm relationships with others, fun and enjoyment in life, self-fulfillment, and a sense of accomplishment are the main variables that directly influence the use of paid OTT services. Furthermore, the influence of demographic attributes and consumption values that affect transactional video-on-demand and subscription video-on-demand use vary across countries.

Suggested Citation

  • Kwak, Kyu Tae & Oh, Chae Ju & Lee, Sang Woo, 2021. "Who uses paid over-the-top services and why? Cross-national comparisons of consumer demographics and values," Telecommunications Policy, Elsevier, vol. 45(7).
    • Handle: RePEc:eee:telpol:v:45:y:2021:i:7:s0308596121000720
    DOI: 10.1016/j.telpol.2021.102168
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0308596121000720
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.telpol.2021.102168?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Joseph Farrell & Garth Saloner, 1985. "Standardization, Compatibility, and Innovation," RAND Journal of Economics, The RAND Corporation, vol. 16(1), pages 70-83, Spring.
    2. Novak, Thomas P & MacEvoy, Bruce, 1990. "On Comparing Alternative Segmentation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 105-109, June.
    3. Kim, Min Sung & Kim, Eun & Hwang, ShinYoung & Kim, Junghwan & Kim, Seongcheol, 2017. "Willingness to pay for over-the-top services in China and Korea," Telecommunications Policy, Elsevier, vol. 41(3), pages 197-207.
    4. Jeroen Weesie, 2000. "Seemlingly unrelated estimation and the cluster-adjusted sandwich estimator," Stata Technical Bulletin, StataCorp LP, vol. 9(52).
    5. T. S. Breusch & A. R. Pagan, 1980. "The Lagrange Multiplier Test and its Applications to Model Specification in Econometrics," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 47(1), pages 239-253.
    6. Leung, Louis, 1998. "Lifestyles and the use of new media technology in urban China," Telecommunications Policy, Elsevier, vol. 22(9), pages 781-790, October.
    7. Marju Himma-Kadakas & Ragne Kõuts, 2015. "Who Is Willing to Pay for Online Journalistic Content?," Media and Communication, Cogitatio Press, vol. 3(4), pages 106-115.
    8. Porter, Constance Elise & Donthu, Naveen, 2006. "Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics," Journal of Business Research, Elsevier, vol. 59(9), pages 999-1007, September.
    9. Kamakura, Wagner A & Novak, Thomas P, 1992. "Value-System Segmentation: Exploring the Meaning of LOV," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 119-132, June.
    10. Pieters, R. & Baumgartner, H. & Allen, D., 1995. "A means-end chain approach to consumers' goal structures," Other publications TiSEM 7d190b0e-3495-4c5f-8de3-a, Tilburg University, School of Economics and Management.
    11. Kahle, Lynn R & Beatty, Sharon E & Homer, Pamela, 1986. "Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Style (VALS)," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 405-409, December.
    12. Aniruddha BANERJEE & James ALLEMAN & Paul RAPPOPORT, 2013. "Video-Viewing Behavior in the Era of Connected Devices," Communications & Strategies, IDATE, Com&Strat dept., vol. 1(92), pages 19-42, 4th quart.
    13. Chenming Jiang & Linjun Lu & Jian John Lu, 2017. "Socioeconomic factors affecting the job satisfaction levels of self-employed container truck drivers: a case study from Shanghai Port," Maritime Policy & Management, Taylor & Francis Journals, vol. 44(5), pages 641-656, July.
    14. Aaker, Jennifer L & Maheswaran, Durairaj, 1997. "The Effect of Cultural Orientation on Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 315-328, December.
    15. Michel Dupagne, 1999. "Exploring the Characteristics of Potential High-Definition Television Adopters," Journal of Media Economics, Taylor & Francis Journals, vol. 12(1), pages 35-50.
    16. Sarrina Li, Shu-Chu, 2013. "Lifestyle orientations and the adoption of Internet-related technologies in Taiwan," Telecommunications Policy, Elsevier, vol. 37(8), pages 639-650.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Chakraborty, Debarun & Siddiqui, Mujahid & Siddiqui, Aaliyah & Paul, Justin & Dash, Ganesh & Mas, Francesca Dal, 2023. "Watching is valuable: Consumer views – Content consumption on OTT platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Nam, Jinyoung & Ro, Dan & Jung, Yoonhyuk, 2023. "Netflix's presence: Investigating content producers' understanding of Netflix in the Korean media industry," Telecommunications Policy, Elsevier, vol. 47(4).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dave Webb & Janine Wong, 2014. "Exploring Antecedents of Charitable Giving and Their Impact on Subjective Well-Being in Singapore," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 117(1), pages 65-87, May.
    2. Agnes Hofmeister-Tóth & Agnes Neulinger, 2022. "The Importance and Realization of Personal Values and Cognitive Age," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 34(1), pages 25-40.
    3. Zhang, Huihui & Zach, Florian J. & Xiang, Zheng, 2023. "Design standardization by Airbnb multi-unit hosts," Annals of Tourism Research, Elsevier, vol. 98(C).
    4. Ivan Sciascia, 2023. "From Market Segmentation to Customer Loyalty," International Journal of Business and Management, Canadian Center of Science and Education, vol. 18(4), pages 192-192, August.
    5. Katsumata, Sotaro & Ichikohji, Takeyasu, 2017. "Segregation of Digital Game Users: An Empirical Comparison of Smartphones and Gaming Consoles," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168500, International Telecommunications Society (ITS).
    6. Anne Hamby & Justine Rapp Farrell, 2022. "Have you found what you are looking for? How values orientations affect pro‐social change after transformative service experiences," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1375-1391, September.
    7. Kuruvilla, Shelja Jose & Joshi, Nishank, 2010. "Influence of demographics, psychographics, shopping orientation, mall shopping attitude and purchase patterns on mall patronage in India," Journal of Retailing and Consumer Services, Elsevier, vol. 17(4), pages 259-269.
    8. Meghamrita Chakraborty, 2023. "Linking Migration, Diversity and Regional Development in India," Journal of Development Policy and Practice, , vol. 8(1), pages 55-72, January.
    9. Hany Eldemerdash & Hugh Metcalf & Sara Maioli, 2014. "Twin deficits: new evidence from a developing (oil vs. non-oil) countries’ perspective," Empirical Economics, Springer, vol. 47(3), pages 825-851, November.
    10. Manuchehr Irandoust, 2019. "Saving and investment causality: implications for financial integration in transition countries of Eastern Europe," International Economics and Economic Policy, Springer, vol. 16(2), pages 397-416, April.
    11. Huy Quang Doan, 2019. "Trade, Institutional Quality and Income: Empirical Evidence for Sub-Saharan Africa," Economies, MDPI, vol. 7(2), pages 1-23, May.
    12. Nicholas M. Odhiambo & Talknice Saungweme, "undated". "Does International Tourism Spur International Trade In Ssa Countries? A Dynamic Panel Data Analysis," Working Papers AESRI07, African Economic and Social Research Institute (AESRI).
    13. Feng, Yao, 2011. "Local spillovers and learning from neighbors: Evidence from durable adoptions in rural China," MPRA Paper 33924, University Library of Munich, Germany.
    14. Gregorio Giménez Esteban, 2007. "Violence and Growth in Latin America," Economic Analysis Working Papers (2002-2010). Atlantic Review of Economics (2011-2016), Colexio de Economistas de A Coruña, Spain and Fundación Una Galicia Moderna, vol. 6, pages 1-34, July.
    15. repec:wyi:journl:002087 is not listed on IDEAS
    16. Mehmet Balcilar & Daberechi Chikezie Ekwueme & Hakki Ciftci, 2023. "Assessing the Effects of Natural Resource Extraction on Carbon Emissions and Energy Consumption in Sub-Saharan Africa: A STIRPAT Model Approach," Sustainability, MDPI, vol. 15(12), pages 1-23, June.
    17. Weliwita, Ananda & Azzam, Azzeddine M., 1996. "Identifying Implicit Collusion Under Declining Output Demand," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 21(2), pages 1-12, December.
    18. Ehigiamusoe, Kizito Uyi & Lean, Hooi Hooi & Smyth, Russell, 2020. "The moderating role of energy consumption in the carbon emissions-income nexus in middle-income countries," Applied Energy, Elsevier, vol. 261(C).
    19. Hosan, Shahadat & Rahman, Md Matiar & Karmaker, Shamal Chandra & Saha, Bidyut Baran, 2023. "Energy subsidies and energy technology innovation: Policies for polygeneration systems diffusion," Energy, Elsevier, vol. 267(C).
    20. Antonio Estache & Marco Manacorda & Tommaso M. Valletti, 2002. "Telecommunications Reform, Access Regulation, and Internet Adoption in Latin America," Economía Journal, The Latin American and Caribbean Economic Association - LACEA, vol. 0(Spring 20), pages 153-218, January.
    21. Muhammad Shahbaz & Syed Jawad Hussain Shahzad & Mantu Kumar Mahalik & Perry Sadorsky, 2018. "How strong is the causal relationship between globalization and energy consumption in developed economies? A country-specific time-series and panel analysis," Applied Economics, Taylor & Francis Journals, vol. 50(13), pages 1479-1494, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:telpol:v:45:y:2021:i:7:s0308596121000720. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/30471/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.