دانلود رایگان مقاله تمایل به پرداخت هزینه خدمات بالا در چین و کره

abstract

The increasing penetration of broadband and multiscreen availability has encouraged the development of premium video consumption through over-the-top (OTT) services. Netflix, the leading global OTT provider, is aggressively expanding its international operations and has ambitiously entered the Asian market. To prepare for the shift that the streaming service giant will bring, a proper understanding of consumer acceptance and intent to pay for OTT services is crucial. Therefore, this empirical study uses conjoint analysis to investigate the key attributes and to examine consumers’ marginal willingness to pay (WTP) for OTT services. We identified recommendation systems, resolution, and viewing options as important product attributes of OTT services that influence the WTP of Chinese and Korean consumers. The most important attribute for Chinese consumers of OTT services was resolution, followed by the recommendation system and viewing options. For Korean consumers, the recommendation system was ranked as the most valuable attribute, followed by viewing options and resolution. The overall WTP of Chinese consumers was 22.6 yuan (3.4 USD) per month, while Korean consumers’ intent to pay amounted to a total of 3530 won (3.1 USD) for OTT services.

6. Discussion and conclusions

The Asian OTT market is perceived as having significant growth potential. However, for a company to thrive in the Asian market, an appropriate pricing strategy for OTT services is needed. While Japanese consumers are familiar with purchasing the content they consume, Korean and Chinese consumers show less understanding that content is valuable and deserves to be purchased. To sustain the growth of OTT services in China and Korea, an increase in average rate per user (ARPU) is crucial. Finding strategic ways to attract and solidify the subscriber base is thus a fundamental challenge for OTT service providers. To encourage the growth of the OTT industry, this study empirically investigated key attributes and examined Korean and Chinese consumers’ MWTP for OTT services, using a conjoint analysis. Thus, a major contribution of this paper is that it deals with the quantified value of consumers, thereby supplementing academic speculation concerning the user perspective. The key findings are as follows.