Third International Conference on Communication & Media Studies

Abstract

The growth of over the top (OTT) services, including Netflix, led to ‘binge-watching’ as a global phenomenon. Binge-watching, which is defined as a viewing behavior in which two or more identical programs are continuously consumed, is more free and active behavior that the audience can choose the viewing time, the amount of viewing, and playing manipulation. In this study, binge-watching is assumed to be based on the audience’s activity. We explore it by applying the theory of planned behavior (TPB). We surveyed Korean users of OTT services and investigated whether TPB’s variables ‘attitude’, ‘perceived behavioral control’ and ‘subjective norms’ could affect on frequency, premeditation, and intensity of binge-watching. As an analysis, ‘attitude’ and ‘perceived behavioral control’ had a statistically significant positive effect on the frequency of binge-watching and ‘perceived behavioral control’ and ‘subjective norms’ both had a positive effect on premeditation of binge-watching. On the other hand, the intensity of binge-watching showed a different pattern. The ‘attitude’ and ‘perceived behavioral control’ had a statistically significant positive effect on the intensity of binge-watching, but ‘subjective norms’ had a negative effect on it. In addition, this study also modeled and verified the static effects of binge-watching on user gratification and persistent intention to use.