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- Title
Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach.
- Authors
Kim, Hun; Chan-Olmsted, Sylvia M.; Hwang, Kyung-Ho; Chang, Byeng-Hee
- Abstract
This study investigates the factors affecting the cord-cutting behavior of media consumers. Adopting the frameworks of diffusion of innovations, uses and gratifications theory (U&G), channel repertoire, and media usage/segmentation, we conducted an online survey of 860 respondents in the United States to examine the use, perception, and motivation of cord-cutting behavior among three different consumer segments: cord-cutters, cord-loyalists, and cord-couplers. The results show that cord-cutting is predicted by eudaimonic and exploration motivators, perceived compatibility and complementarity, and age.
- Subjects
CABLE television subscription cancellations; CABLE television viewers; CABLE television; CABLE television industry; SENSORY perception; MOTIVATION (Psychology)
- Publication
Journalism & Mass Communication Quarterly, 2021, Vol 98, Issue 1, p126
- ISSN
1077-6990
- Publication type
Article
- DOI
10.1177/1077699020946442