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Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach
- Issue Date
- Mar-2021
- Publisher
- Association for Education in Journalism and Mass Communication
- Keywords
- cable television; cord-cutting; motivation; over-the-top; perception
- Citation
- Journalism and Mass Communication Quarterly, v.98, no.1, pp 126 - 147
- Pages
- 22
- Indexed
- SSCI
SCOPUS
- Journal Title
- Journalism and Mass Communication Quarterly
- Volume
- 98
- Number
- 1
- Start Page
- 126
- End Page
- 147
- ISSN
- 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. © 2020 AEJMC.
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