Exploring the impact of paid over-the-top service and mobile network profiles in watching TV content on mobile devices
基于338名手机用户的调查，研究发现用户获得的满足感和机会显著影响其态度和行为，付费OTT订阅和移动网络配置在态度与行为关系中起调节作用。
Purpose The television (TV) content ecosystem has shifted from traditional broadcasting systems to dedicated content producers and over-the-top (OTT) services. However, less empirical effort has been paid to the actual behaviors of the mobile users who watch TV content when explaining the impact of OTT service and mobile network profiles in watching TV content. This study aims to investigate the impact of gratifications and attitude formed by mobile TV users on actual mobile TV watching behaviors, as well as the moderating impacts of paid OTT service subscriptions and mobile network profiles, based on gratification theory, cognition–affect–behavioral (CAB) framework, sunk cost effect and walled-garden effect. Design/methodology/approach This study employs the generalized linear model (GLM) with generalized estimating equations (GEE) to test hypothesized relationships. A total of 338 mobile phone users who have been watching TV content using a mobile phone participated in the survey. The moderating variables, 4 types of paid streaming platform subscriptions, were classified based on the walled gardens formed by mobile telecom services. Findings The study’s results revealed that obtained gratifications and opportunity constructs substantially influenced a mobile phone user’s attitude and behaviors. Additionally, mobile network profiles and the degree of access to paid platform services played significant moderating roles in the relationship between users’ attitudes and behavior. Originality/value This research enriches the existing OTT service literature and is one of the pioneering studies investigating the walled-garden effect’s role in mobile phone users’ actual watching behaviors, offering valuable practical implications for the OTT platform providers.