IDEAS home Printed from https://ideas.repec.org/a/taf/jmedec/v37y2025i2p64-84.html
   My bibliography  Save this article

An empirical study on the intention to use OTT bundled services: behavioral economics perspective

Author

Listed:
  • Hyunjung Son
  • Sangwon Lee

Abstract

Employing survey methodology, this study examines the intention to use OTT (Over-the-Top) bundled services from a behavioral economics perspective. To this end, by employing unique data from an online survey of 535 OTT users in Korea, this study investigates the influential factors of the intention to use two typical examples of OTT bundled services in the Korean market. The first research model examined the influential factors of the intention to use OTT bundling through pay TV Platform-in-Platform (PIP) method, which a separate OTT platform is built into the pay TV platform, such as IPTV In addition, the second research model examined the influential factors of the intention to use shopping-OTT bundling services. The results of the hierarchical regression analysis reveal that the majority of heuristic factors from a behavioral economics perspective affect the intention to use OTT bundled services. The findings additionally indicate that perceived convenience and price value influence the intention to use OTT bundled services. The results of this study demonstrate that the heuristic theory from a behavioral economics perspective, which is based upon “bounded rationality,” is a useful tool for explaining and predicting the OTT bundling services.

Suggested Citation

  • Hyunjung Son & Sangwon Lee, 2025. "An empirical study on the intention to use OTT bundled services: behavioral economics perspective," Journal of Media Economics, Taylor & Francis Journals, vol. 37(2), pages 64-84, April.
    • Handle: RePEc:taf:jmedec:v:37:y:2025:i:2:p:64-84
    DOI: 10.1080/08997764.2025.2471305
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08997764.2025.2471305
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08997764.2025.2471305?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

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

    More about this item

    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:taf:jmedec:v:37:y:2025:i:2:p:64-84. 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/HMEC20 .

    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.