Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach
- 콘텐츠랩
- 조회수235
- 2020-11-09
Hyper Link: https://journals.sagepub.com/doi/full/10.1177/1077699020946442
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Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach
First Published August 25, 2020 Research Article
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.