Understanding switching behavior of TV consumers : (a) comparative analysis = TV 소비자의 전환 행동에 대한 이해 : 비교분석(a) comparative analysis

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This study explores the applicability of three theories (migration, continuance and adoption) on one model (Push Pull Mooring model (PPM)) to form a theoretical framework for understanding consumers’ service provider switching intentions in the TV industry. Survey data from 267 subscribers of Pay-Tv was used to examine the usefulness of the (PPM) migration model in predicting switching behavior. A two-step approach of structural equation modelling and Logistic regression was used to analyze the collected data. Both switching and continuance behavior were studied and findings show that mooring and pull effects influence the switching intentions of Pay TV subscribers while only pull effects were found to influence the actual switching behavior. We also found that all the five pull effects (perceived usefulness, perceived ease of use, perceived compatibility, perceived playfulness, and perceived enjoyment) were statistically significant and positively influenced switching intentions. In addition, we found that the PPM model better explains switching behavior rather than continuance behavior; although we also noted that, all three factors (push, pull and mooring effects) were statistically significant for continuance behavior, yet only the push and mooring effects were statistically significant for continuance intentions. We discussed four theoretical implications for academia and two practical implications for Pay TV service providers, as well as the limitations of this work.
Advisors
Yi, Mun Yongresearcher이문용researcher
Description
한국과학기술원 :지식서비스공학대학원,
Publisher
한국과학기술원
Issue Date
2019
Identifier
325007
Language
eng
Description

학위논문(석사) - 한국과학기술원 : 지식서비스공학대학원, 2019.2,[iv, 62 p. :]

Keywords

OTT TV Push-Pull-Mooring (PPM)▼aECT-IS model▼aTechnology Acceptance Model (TAM)▼aswitching behavior▼acontinuance behavior▼aalternatives attractiveness

URI
http://hdl.handle.net/10203/267210
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=843605&flag=dissertation
Appears in Collection
KSE-Theses_Master(석사논문)
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