IDEAS home Printed from https://ideas.repec.org/a/ris/apecjn/0055.html
   My bibliography  Save this article

Over-the-Top (OTT) User Behavior under Users' Negative Attitude

Author

Listed:
  • Tunsuparp, Supapong

    (Faculty of Economics, Ramkhamhaeng University, Thailand)

Abstract

Over-the-top (OTT) services are growing dramatically in Thailand. From previous studies of usage behavior, users' characteristics and positive attitudes were used to study the impact on the use of OTT services. However, there are few studies that describe the effects of negative attitudes on usage behavior. This research therefore aims to study the effects of negative attitudes on OTT usage behavior by applying behavioral economics frameworks to explain irrational user behavior. The data used in this study are from the survey conducted by the Office of the National Broadcasting and Telecommunications Commission (NBTC). The results from multiple linear regression models show that only the attitude toward face-to-face interactions has a significant negative relationship with the amount of OTT use while a lack of sleep and concern about crime are the only two negative attitudes that significantly affect the expenditure on OTT services. These mayreflect a behavioral bias regarding self-control problems or readjustment and habituation. Associated organizations can use the negative effects to improve OTT user behaviors.

Suggested Citation

  • Tunsuparp, Supapong, 2021. "Over-the-Top (OTT) User Behavior under Users' Negative Attitude," Asian Journal of Applied Economics/ Applied Economics Journal, Kasetsart University, Faculty of Economics, Center for Applied Economic Research, vol. 28(1), pages 101-120, June.
    • Handle: RePEc:ris:apecjn:0055
    as

    Download full text from publisher

    File URL: https://so01.tci-thaijo.org/index.php/AEJ/article/view/242524/165205
    File Function: Full text
    Download Restriction: Asian Journal of Applied Economics/ Applied Economics Journal
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    behavioral bias; OTT services; negative attitudes;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ris:apecjn:0055. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Arannee Tongjankaew (email available below). General contact details of provider: https://edirc.repec.org/data/feckuth.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.