The combining of intrinsic and extrinsic motives for employing OTT media and comprehending the audience’s gratification in Malaysia
This article provides a conceptual framework for inspiring the audience towards the growing demands for Over-The-Top (OTT) media, as well as the evaluation of user satisfaction in Malaysia’s services. The advance of technology and innovation has made possible the integration of telecommunications...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2020
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| Online Access: | http://journalarticle.ukm.my/16093/ http://journalarticle.ukm.my/16093/1/42965-139715-1-PB.pdf |
| Summary: | This article provides a conceptual framework for inspiring the audience towards the growing demands
for Over-The-Top (OTT) media, as well as the evaluation of user satisfaction in Malaysia’s services. The
advance of technology and innovation has made possible the integration of telecommunications and
broadcast networks, and, in doing so, has blurred the borders of the telecommunications and
broadcasting industry. In this analysis, the motivation of the viewer as an entire indivisible mechanism
to achieve media pleasure, both intrinsic and extrinsic elements, and, ultimately, formulate a
conceptual framework, are described. Nonetheless, researchers have struggled in balancing intrinsic
and extrinsic motivations, especially in recognising the interdependency between the origins of media
consumer desires and incorporating them in conjunction with media and connectivity theories, which
were typically too expansive to be implemented in convergence digital media. Therefore, this paper
discusses the possibilities for combining intrinsic motivations with extrinsic ones. The interconnected
conceptual framework provides a comprehensive view of the analyses and intentions of the engaged
audiences in Malaysia for OTT media. This study also suggests further research that would include
different measures and a larger sample as well as other areas, which could result in better
understanding of the relationship between the variables. |
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