The Effect of OTT Subscription Fee on Content Engagement 


Vol. 46,  No. 3, pp. 572-582, Mar.  2021
10.7840/kics.2021.46.3.572


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  Abstract

This research was conducted to investigate the impact of changes in subscription fees on users’ beliefs and attitudes during over-the-top (OTT) service and how those beliefs and attitudes shape users’ engagement. We utilized the satisfaction & technology acceptance model composed of an object-based belief as an actual subscription fee, three object-based attitudes, three behavioral beliefs, and a behaviral attditude as an engagement. The results showed that engagement is positively influenced by all three behavioral beliefs: perceived usefulness, perceived ease of use, and perceived pleasantness, where behavioral beliefs were formed based on the combinations of object-based attitudes. In addition, the paths in the model were changed according to change in subscription fee. In particular, we revealed that the increase in subscription fees could serve as a hindrance in achieving the ultimate purpose of using OTT. In conclusion, this study is meaningful in that it can improve understanding of changes in users" beliefs and attitudes when applying new subscription fees, and provide insights to OTT service companies" rate policies.

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  Cite this article

[IEEE Style]

S. Lee, S. Seo, N. Lee, S. Kim, "The Effect of OTT Subscription Fee on Content Engagement," The Journal of Korean Institute of Communications and Information Sciences, vol. 46, no. 3, pp. 572-582, 2021. DOI: 10.7840/kics.2021.46.3.572.

[ACM Style]

Seungji Lee, Seungbeom Seo, Nayoung Lee, and Sung-Phil Kim. 2021. The Effect of OTT Subscription Fee on Content Engagement. The Journal of Korean Institute of Communications and Information Sciences, 46, 3, (2021), 572-582. DOI: 10.7840/kics.2021.46.3.572.

[KICS Style]

Seungji Lee, Seungbeom Seo, Nayoung Lee, Sung-Phil Kim, "The Effect of OTT Subscription Fee on Content Engagement," The Journal of Korean Institute of Communications and Information Sciences, vol. 46, no. 3, pp. 572-582, 3. 2021. (https://doi.org/10.7840/kics.2021.46.3.572)

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pISSN : 1226 - 4717
eISSN : 2287 - 3880