Over-the-Top (OTT) User Behavior under Users' Negative Attitude
Over-the-top (OTT) services are growing dramatically in Thailand. From previous studies of usage behavior, users' characteristics and positive attitudes were used to study the impact on the use of OTT services. However, there are few studies that describe the effects of negative attitudes on usage behavior. This research therefore aims to study the effects of negative attitudes on OTT usage behavior by applying behavioral economics frameworks to explain irrational user behavior. The data used in this study are from the survey conducted by the Office of the National Broadcasting and Telecommunications Commission (NBTC). The results from multiple linear regression models show that only the attitude toward face-to-face interactions has a significant negative relationship with the amount of OTT use while a lack of sleep and concern about crime are the only two negative attitudes that significantly affect the expenditure on OTT services. These may reflect a behavioral bias regarding self-control problems or readjustment and habituation. Associated organizations can use the negative effects to improve OTT user behaviors.
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