Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach

Title
Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach
Author
김헌
Keywords
cord-cutting; cable television; over-the-top; perception; motivation
Issue Date
2020-08-25
Publisher
SAGE PUBLICATIONS INC
Citation
JOURNALISM & MASS COMMUNICATION QUARTERLY, v. 98, no 1, page. 126-147
Abstract
This study investigates the factors affecting the cord-cutting behavior of media consumers. Adopting the frameworks of diffusion of innovations, uses and gratifications theory (U&G), channel repertoire, and media usage/segmentation, we conducted an online survey of 860 respondents in the United States to examine the use, perception, and motivation of cord-cutting behavior among three different consumer segments: cord-cutters, cord-loyalists, and cord-couplers. The results show that cord-cutting is predicted by eudaimonic and exploration motivators, perceived compatibility and complementarity, and age.
URI
https://journals.sagepub.com/doi/full/10.1177/1077699020946442https://repository.hanyang.ac.kr/handle/20.500.11754/192314
ISSN
1077-6990; 2161-430X
DOI
https://doi.org/10.1177/1077699020946442
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > ETC
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