Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/238036 
Authors: 
Year of Publication: 
2021
Series/Report no.: 
23rd Biennial Conference of the International Telecommunications Society (ITS): "Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world", Online Conference / Gothenburg, Sweden, 21st-23rd June, 2021
Publisher: 
International Telecommunications Society (ITS), Calgary
Abstract: 
In November 2018, LG Uplus had a partnership with Netflix for the first time in South Korea and started to offer the integrated service which is available to subscribe and use Netflix through its IPTV. Despite of huge influence of integrated service to local media industry, there are few studies to examine the strategic meaning of this contentious phenomenon and consumers’ responses. Therefore, this study tried to find meaningful factors affecting local IPTV users’ intention to subscribe to global OTT service through this integrated service by using structured equation model (SEM). From the result of this study, users’ dissatisfaction with IPTV could not impact on intention to subscribe to global OTT service. However, users’ perceived value of global OTT service, perceived benefit of integrated service and binge watching have positive impact on it. This study has some academic and practical implications for practitioners in pay-TV and OTT industry.
Subjects: 
Internet Protocol TV (IPTV)
Over-the-Top (OTT)
U+tv
Disney Plus and South Korea
Document Type: 
Conference Paper

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