The OTT platform, which shows explosive growth, enables users to watch autonomously and actively compared to existing media. This study examined the influence relationship surrounding binge-watching, which is emerging as a characteristic viewing behavior of the OTT platform. As individual users' psychological tendencies are emphasized as an important factor in determining binge-watching, the influence on binge-watching behavior, attitude, and future viewing intention was verified through the psychological variable of sensation seeking. A path analysis was conducted based on the response of a total of 300 people, adult men and women in their 20s and 30s who usually do binge-watching to verify research problem and hypothesis. As a result of this study, it was found that thrill and adventure seeking among sensation seeking, has a positive effect on viewing frequency, the experience seeking has a positive effect on viewing intensity, and the disinhibition has a positive effect on pre-planning. The frequency of binge-watching, the intensity of watching, and the pre-planning variables, all has a positive effect on the attitude of binge-watching. In addition, the study was identified that significant effect of the binge-watching behavior and attitude on the future binge-watching intention. The result of this study is expected to be useful data to increase the level of understanding of OTT platform users and establish marketing strategies.

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Learning by doing, a change in beliefs (and consequently behaviour) due to experience, is crucial to the adaptive behaviours of organizations as well as the individuals that inhabit them. In this review paper, we summarise different pathologies of learning noted in past literature using a common underlying mechanism based on self-confirming biased beliefs. These are inaccurate beliefs about the environment that are self-confirming because acting upon these beliefs prevents their falsification. We provide a formal definition for self-confirming biased beliefs as an attractor that can lock learning by doing systems into suboptimal actions and provide illustrations based on simulations. We then compare and distinguish self-confirming biased beliefs from other related theoretical constructs, including confirmation bias, self-fulfilling prophecies, and sticking points, and underscore that self-confirming biased beliefs underlie inefficient self-confirming equilibria and hot-stove effects. Lastly, we highlight two fundamental ways to escape self-confirming biased beliefs: taking actions inconsistent with beliefs (i.e., exploration) and getting information on unchosen actions (i.e., counterfactuals).

The benefits of vicarious learning are usually conceptualized in terms of a mechanism for learners to utilize the superior knowledge of others. Building on the fact that vicarious learning typically co-occurs and interacts with individual learning-by-doing, we propose an alternative mechanism—one in which vicarious learning is useful because it corrects for certain well-known limitations of individual learning-by-doing. Using computational agent-based models, we show that, under this mechanism, vicarious learning can be beneficial, even without any ex ante differential knowledge to exploit. Our analysis contributes to a deeper understanding of the microfoundations of vicarious learning, which is a vital component of organizational learning. We draw implications for empirical analysis and managerial practice. This paper was accepted by Lamar Pierce, organizations. Funding: Financial support from The Desmarais Fund at INSEAD is gratefully acknowledged. Supplemental Material: The data file and online appendix are available at https://doi.org/10.1287/mnsc.2023.4842 .