Exploring the Motivation for Media Consumption and Attitudes Toward Advertisement in Transition to Ad-Supported OTT Plans: Evidence from South Korea

As ad-supported subscription models proliferate across over-the-top (OTT) media platforms, understanding the psychological mechanisms and perceptual factors that underlie consumers’ transition decisions becomes increasingly consequential. This study integrates the Uses and Gratifications framework w...

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Bibliographic Details
Published in:Journal of theoretical and applied electronic commerce research 2025-09, Vol.20 (3), p.198
Main Authors: Kim, Sang-Yeon, Kang, Jeong-Hyun, Byeon, Hye-Min, Sung, Yoon-Taek, Song, Young-A, Lee, Ji-Won, Yoo, Seung-Chul
Format: Article
Language:English
Subjects:
ad-supported OTT
Advertising
advertising attitude
Attitudes
Consumer behavior
consumer segmentation
Consumers
Consumption
Cost control
Customization
Decision making
Digital media
digital subscription transition
identity-based motivation
media gratifications
Monetization
Motivation
Streaming services
Subscriptions
Technology Acceptance Model
Usability
User behavior
User satisfaction
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