Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach. (March 2021)

• Record Type: Journal Article
• Authors: Kim, Hun; Chan-Olmsted, Sylvia M.; Hwang, Kyung-Ho; Chang, Byeng-Hee
• Is Part Of: Journalism & mass communication quarterly. Volume 98:Number 1(2021)
• Page Start: 126
• Page End: 147
• Publication Date: 2021-03
• Subjects: cord-cutting -- cable television -- over-the-top -- perception -- motivation; Journalism -- Periodicals; Mass media -- Periodicals; Communication -- Periodicals; Journalism -- United States -- Periodicals; Journalism -- Bibliography -- Periodicals; 070
• DOI: 10.1177/1077699020946442
• Languages: English
• ISSNs: 1077-6990

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.