Willingness to pay for over-the-top services in China and Korea

被引:55
|
作者
Kim, Min Sung [1 ]
Kim, Eun [1 ]
Hwang, ShinYoung [1 ]
Kim, Junghwan [2 ]
Kim, Seongcheol [1 ]
机构
[1] Korea Univ, Sch Media & Commun, Seoul, South Korea
[2] NAVER, Internet Res Team, Seoul, South Korea
基金
新加坡国家研究基金会;
关键词
Willingness to pay (WTP); Over-the-top (OTT); Conjoint analysis; Recommendation system; Resolution; CONJOINT-ANALYSIS; TELEVISION;
D O I
10.1016/j.telpol.2016.12.011
中图分类号
G2 [信息与知识传播];
学科分类号
05 ; 0503 ;
摘要
The increasing penetration of broadband and multiscreen availability has encouraged the development of premium video consumption through over-the-top (OTT) services. Netflix, the leading global OTT provider, is aggressively expanding its international operations and has ambitiously entered the Asian market. To prepare for the shift that the streaming service giant will bring, a proper understanding of consumer acceptance and intent to pay for OTT services is crucial. Therefore, this empirical study uses conjoint analysis to investigate the key attributes and to examine consumers' marginal willingness to pay (WTP) for OTT services. We identified recommendation systems, resolution, and viewing options as important product attributes of OTT services that influence the WTP of Chinese and Korean consumers. The most important attribute for Chinese consumers of OTT services was resolution, followed by the recommendation system and viewing options. For Korean consumers, the recommendation system was ranked as the most valuable attribute, followed by viewing options and resolution. The overall WTP of Chinese consumers was 22.6 yuan (3.4 USD) per month, while Korean consumers' intent to pay amounted to a total of 3530 won (3.1 USD) for OTT services.
引用
收藏
页码:197 / 207
页数:11
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