Examining the Use, Perception, and Motivation of Cord-Cutting: A Consumer Segment Approach

This study investigates the factors affecting the cord-cutting behavior of media consumers. Adopting the frameworks of diffusion of innovations, uses and gratifications theory (U&G), channel repertoire, and media usage/segmentation, we conducted an online survey of 860 respondents in the United States to examine the use, perception, and motivation of cord-cutting behavior among three different consumer segments: cord-cutters, cord-loyalists, and cord-couplers. The results show that cord-cutting is predicted by eudaimonic and exploration motivators, perceived compatibility and complementarity, and age.