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

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  • Lim, Chulmin

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.

Suggested Citation

  • Lim, Chulmin, 2021. "Examining factors affecting local IPTV users’ intention to subscribe to global OTT service through their local IPTV service," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238036, International Telecommunications Society (ITS).
    • Handle: RePEc:zbw:itsb21:238036
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    1. Nabyla Daidj & Charles Egert, 2018. "Towards new coopetition-based business models? The case of Netflix on the French market," Post-Print hal-02335909, HAL.
    2. Katherine Chen, Yi-Ning, 2019. "Competitions between OTT TV platforms and traditional television in Taiwan: A Niche analysis," Telecommunications Policy, Elsevier, vol. 43(9).
    3. Ahn, Jae-Hyeon & Han, Sang-Pil & Lee, Yung-Seop, 0. "Customer churn analysis: Churn determinants and mediation effects of partial defection in the Korean mobile telecommunications service industry," Telecommunications Policy, Elsevier, vol. 30(10-11), pages 552-568, November.
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    Cited by:

    1. 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).

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    More about this item

    Keywords

    Internet Protocol TV (IPTV); Over-the-Top (OTT); U+tv; Disney Plus and South Korea;
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