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Sangwon Lee is a full professor at Kyung Hee University in Korea. He conducts research in the area of media management and economics, the OTT industry, and ICT policy. He earned his Ph.D. degree from the University of Florida.
This study examines the factors influencing early paid Over-The-Top (OTT) video streaming market growth in 50 countries. The results of the panel data analysis suggest that Netflix’s market entry, traditional pay TV market size, broadband infrastructure, and OTT platform competition contribute to the early market growth of paid OTT video streaming services, such as subscription video-on-demand (SVOD) services. The results also reveal that the traditional pay TV subscription market and the paid OTT video streaming market initially grow together in many countries. However, the findings also reveal a negative association between the market entry of Netflix and the subscription revenue growth rate of traditional pay TV services. The results of this study suggest industry and policy implications for paid OTT video streaming market growth and the sustainable development of the media industry.
Sangwon Lee; Seonmi Lee; Hyemin Joo; Yoonjae Nam. Examining Factors Influencing Early Paid Over-The-Top Video Streaming Market Growth: A Cross-Country Empirical Study. Sustainability 2021, 13, 5702 .
AMA StyleSangwon Lee, Seonmi Lee, Hyemin Joo, Yoonjae Nam. Examining Factors Influencing Early Paid Over-The-Top Video Streaming Market Growth: A Cross-Country Empirical Study. Sustainability. 2021; 13 (10):5702.
Chicago/Turabian StyleSangwon Lee; Seonmi Lee; Hyemin Joo; Yoonjae Nam. 2021. "Examining Factors Influencing Early Paid Over-The-Top Video Streaming Market Growth: A Cross-Country Empirical Study." Sustainability 13, no. 10: 5702.
By employing a combination of the extended technology acceptance model and the technology-organization-environment framework, this study examines influential factors in the acceptance of digital advertising policy by Korean out of home (OOH) adverting firms undergoing digital transformation. To this end, by employing unique data from a national survey of 1,001 Korean OOH advertising firms, this study examines such firms’ acceptance of digital advertising policy. The results of a hierarchical regression analysis reveal that two key variables—perceived usefulness and perceived ease of use—from the extended technology acceptance model positively influence policy acceptance. The findings also suggest that factors from the technology-organization-environment framework, such as organizational innovativeness and perceived burden of cost in the organizational context, and perceived industry pressure in the environmental context affect policy acceptance. The results of this study demonstrate that the combined model is useful in explaining OOH firms’ decision such as policy acceptance in digital transformation process. The main findings of this study have policy and managerial implications for other countries in digital transformation process.
Jaesoo Cho; Yongseok Cheon; Jong Woo Jun; Sangwon Lee. Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework. International Journal of Advertising 2021, 1 -19.
AMA StyleJaesoo Cho, Yongseok Cheon, Jong Woo Jun, Sangwon Lee. Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework. International Journal of Advertising. 2021; ():1-19.
Chicago/Turabian StyleJaesoo Cho; Yongseok Cheon; Jong Woo Jun; Sangwon Lee. 2021. "Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework." International Journal of Advertising , no. : 1-19.