earticle

영어

Recently many content consumers watch professionally produced video/TV content over mobile-based streaming services using the Over-the-Top (OTT) platforms. The current study is aimed to understand the users’ perception of mobile TV streaming services through the lens of the sociocognitive method. Using cognitive mapping stemmed from social representation theory, our study explores the core and peripheral user perceptions toward mobile TV streaming services. We collected words or short phrases that best describe the mobile TV streaming services from 432 users. Then, the data were coded and analyzed to create a cognitive map through the similarities calculation and identifying the core/peripheral perceptions. Finally, we interpret the structure of the cognitive map that reflects the mobile TV users’ perceptions. The findings of this study reveals certain aspects of the mobile TV streaming services are more or less appreciated through which we provide a strategic guide to the industry.