국내 코드커팅 소비자 세분화에 영향을 미치는 요인에 관한 탐색적 연구

초록

In this study, we divided cord-media and OTT consumers into three type considering cord-cutting, and investigated factors affecting characteristics of each cord-cutting segment. Cord-cutting consumer segments were classified into cord loyalists, cord couplers and cord nevers and segments’ sizes were compared each other. We also suggested factors affecting each cord-cutting type based on innovation diffusion theory, uses and gratifications theory, media substitution hypothesis, media usage pattern and demographic variables. We found that there is a difference between the size of three consumer segments, and cord loyalists is the largest size, cord couplers is second and cord nevers is the smallest. The results also indicate that cord couplers was affected by perceived compatibility regarding streaming video service, perceived advantage of mobility, the level of binge watching and tablet usage, age and income. In addition, it was conformed that perceived compatibility regarding cord-media and streaming video service, the level of binge watching and personal computer usage, age and gender are predictors to explaining cord nevers.

키워드