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Why do Korean users intend to subscribe to global OTT service through their local IPTV service?

2023; Elsevier BV; Volume: 47; Issue: 4 Linguagem: Inglês

10.1016/j.telpol.2023.102541

1879-3258

Chulmin Lim, Seongcheol Kim,

Digital Marketing and Social Media

Korean local IPTV users have another option to subscribe to and use the global OTT service through the cooperation between their IPTV service and global OTT service. Though the success of this cooperation will likely depend on users' responses to it, there are few studies to examine users' intention to subscribe to new global OTT service through local IPTV service. This study aims to examine why Korean users intend to subscribe to global OTT service through their local IPTV service. We conducted an online survey with current users of LG Uplus IPTV who were aware of Disney Plus, and we analyzed the model using the PLS-SEM method. The results showed that the perceived value of global OTT service was a major factor affecting IPTV users' intentions to subscribe to global OTT service through local IPTV service. The results also indicated the perceived monetary value of global OTT and the diversity of local (Korean) content would be crucial factor affecting the perceived value of global OTT service. However, users' dissatisfaction with local IPTV did not appear to affect users’ intentions.