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.

中文翻译：

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探索付费 OTT 服务和移动网络配置文件对在移动设备上观看电视内容的影响

 目的

电视 (TV) 内容生态系统已从传统广播系统转向专门的内容制作商和 OTT (OTT) 服务。然而，在解释OTT服务和移动网络配置文件对观看电视内容的影响时，对观看电视内容的移动用户的实际行为的实证研究较少。本研究旨在基于满足理论、认知-影响-行为（认知-情感-行为）研究手机电视用户形成的满足感和态度对实际手机电视观看行为的影响，以及付费OTT服务订阅和移动网络配置文件的调节作用。 CAB）框架、沉没成本效应和围墙花园效应。

设计/方法论/途径

本研究采用广义线性模型 (GLM) 和广义估计方程 (GEE) 来测试假设的关系。共有 338 名一直使用手机观看电视内容的手机用户参与了此次调查。调节变量为 4 种付费流媒体平台订阅，根据移动电信服务形成的围墙花园进行分类。

 发现

研究结果显示，获得的满足感和机会结构极大地影响了手机用户的态度和行为。此外，移动网络配置文件和付费平台服务的访问程度在用户态度和行为之间的关系中发挥着显着的调节作用。

 原创性/价值

这项研究丰富了现有的OTT服务文献，是调查围墙花园效应在手机用户实际观看行为中的作用的开创性研究之一，为OTT平台提供商提供了有价值的实际意义。