DC Field | Value | Language |
---|---|---|
dc.contributor.advisor | Lee, Hee Seok | - |
dc.contributor.advisor | 이희석 | - |
dc.contributor.author | Choi, SangA | - |
dc.date.accessioned | 2021-05-13T19:40:56Z | - |
dc.date.available | 2021-05-13T19:40:56Z | - |
dc.date.issued | 2020 | - |
dc.identifier.uri | http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=926320&flag=dissertation | en_US |
dc.identifier.uri | http://hdl.handle.net/10203/285146 | - |
dc.description | 학위논문(석사) - 한국과학기술원 : 정보경영프로그램, 2020.8,[ii, 34 p. :] | - |
dc.description.abstract | The introduction of a mobile channel in traditional pay TV(Video-On-Demand) service has created an additional accessibility which resolves the constraints of place on TV. In this thesis, we seek to understand and measure the causal impact of a mobile channel on on-demand video consumption. In doing so, we examine the impact of the mobile channel on TV. To empirically identify our result, we rely on a unique data set from particular on-demand service provider in South Korea and exploit a natural experiment via the mobile adoption. The results show that users’ adoption of a mobile channel significantly increases the total time spent on VOD via TV and the number of contents consumed. Our results demonstrate that the mobile channel acts as a complement for the TV. We provide insights for strategists and marketers in the VOD industry about how they can increase consumer usage in the emerging OTT market. | - |
dc.language | eng | - |
dc.publisher | 한국과학기술원 | - |
dc.subject | Mobile Channel adoption▼aVideo Consumption▼aVOD▼aPay TV▼aMobile TV▼aComplementary▼aMedia Consumption▼aData Analysis▼aDifference in Difference | - |
dc.subject | 모바일▼a채널수용효과▼aVOD▼a미디어 소비▼a비디오 소비▼a보완재▼a고객로그▼a데이터 분석▼aDID 분석 | - |
dc.title | Impact of mobile channel adoption on video consumption | - |
dc.title.alternative | 모바일 수용에 따른 비디오 소비행태 분석 연구 | - |
dc.type | Thesis(Master) | - |
dc.identifier.CNRN | 325007 | - |
dc.description.department | 한국과학기술원 :정보경영프로그램, | - |
dc.contributor.alternativeauthor | 최상아 | - |
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