The Journal of Korean Institute of Information Technology (한국정보기술학회논문지)

Korean Institute of Information Technology (한국정보기술학회)
권호 표지
DOI QR코드

DOI QR Code

An Empirical Study on the Factors Influencing the VOD Purchase in IPTV

IPTV 이용자의 VOD 구매에 영향을 미치는 요인에 대한 실증적 연구

  • 박찬호 (한국지역정보개발원) ;
  • 권혜정 (세종대학교 호텔경영학과) ;
  • 곽현 (연세대학교 경영학과)
  • Received : 2014.08.28
  • Accepted : 2014.10.04
  • Published : 2014.11.30
⟨ Previous Next ⟩

Abstract

Based on the increase of customer demands and the technological advance, the IPTV industry is growing rapidly. Moreover, numerous consumers are able to watch the digital contents on their television as they wanted. The VOD service is very important as a major souce of revenue for IPTV providers. Nevertheless, there are only a few studies of IPTV and VOD purchase at a consumer's point of view. This study applied the Unified Theory of Acceptance and Use of Technology (UTAUT) which is proven in various information technology areas and researched factors influencing the VOD purchase in IPTV. As a result, the main factors perceived usefulness, perceived ease of use, subjective norms significantly influence on actual purchase through intention of purchase, and cost affects to actual purchase as a facilitating condition. Moreover, the existence of VOD purchasing experience adjusts the relations.

현재 각 IPTV 제공업체들은 미디어서버에 저장된 다수의 VOD 콘텐츠를 이용자들에게 제공하고 있다. VOD 판매는 ITPV업체의 주요 수익원으로 매우 중요한 부분이다. 그럼에도 현재까지는 IPTV 또는 VOD의 기술적인 연구가 대부분으로 IPTV에서 VOD의 구매요인에 관한 연구가 부족한 실정이다. 이에 본 연구에서는 통합기술수용이론(UTAUT)을 적용하여 IPTV이용자의 VOD 구매에 영향을 미치는 요인을 실증연구를 통하여 밝혔다. 연구결과, 인지된 유용성, 인지된 사용용이성, 주관적 규범은 구매 의도에 유의한 영향을 미치고, 구매의도와 가격은 구매에 유의한 영향을 미쳤다. 또한 구매경험의 유무에 따라 인지된 유용성, 인지된 사용용이성, 주관적 규범이 구매의도에 미치는 영향에 조절효과가 있음을 밝혔다.

Keywords

References

  1. http://www.kodima.or.kr/board/bbs/board.php?bo_table=board_02&wr_id=111
  2. http://www.dt.co.kr/contents.html?article_no=2012103102010631759002
  3. Hee-kwan Ryu, "A study on the IPTV strategic planing of KT", Korea Society Broadcast Engineers Magazine, Vol. 12, No. 1, pp. 68-75, Jan. 2007.
  4. Korea Creative Content Agency, "2011 broadcasting industry white paper". 2011.
  5. http://www.ddaily.co.kr/news/news_view.php?uid=945 45.
  6. Young Choi, "An Efficient Broadcasting Channel Assignment Scheme for Mobile VOD Services", Journal of Multimedia and Information Systems, Vol. 11, No. 5, pp. 685-691, Sep. 2008.
  7. Jung-Hwa Choi, Gil Heo, and Young-Tack Park, "Semi-automatic Ontology Modeling for VOD Annotation for IPTV", Journal of KISS : Information networking, Vol. 37, No. 7, pp. 548-557, July 2010.
  8. Tae-Uk Choi and Ki-Dong Chung, "Implementation of Location-Aware VOD Service supporting User Mobility in Ubiquitous Spaces", Journal of KISS: Information Networking, Vol. 32, No. 1, pp. 80-88, Jan. 2005.
  9. Joo-ki Park and Eun-bok Choi, "Design and Implementation of IPTV based interactive public services of Converged Broadcasting and Telecommunications", Journal of The Korean Association of information Education, Vol. 14, No. 4, pp. 489-496, Dec. 2010.
  10. Kang-Yong Lee, Uk Jang, and Kee-Seong Cho, "A VoD Load Balancing Algorithm Based on User's Behaviors", Journal of Internet Computing and Services, Vol. 11, No. 5 pp. 9-17, Dec. 2010.
  11. Moon-Haeng Lee, "Viewing Pattern of IP-VOD Subscribers", Korea Contents Association Journal, Vol. 10, No. 1, pp. 181-191, Jan. 2010.
  12. Hung-Kyu Kim and Yang-Phil Yoon, "A Study on the Uses of VOD among IPTV Subscribers", Broadcasting & Communication, Vol. 9, No. 2, pp. 96-128, Mar. 2008.
  13. Davis, F. D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology", MIS Quarterly, Vol. 13, No. 3 pp. 319-339, Sep. 1989. https://doi.org/10.2307/249008
  14. Sung-uk Yun, "A Study on the Acceptance Decision Factor of IPTV", Journal of Communication Science, Vol. 9, No. 1, pp. 162-197, Mar. 2009.
  15. Venkatesh, V. and Davis, F. D., "A theoretical extension of the technology acceptance model: Four longitudinal field studies", Management Science, Vol. 46, No. 2, pp. 186-204, June 2000. https://doi.org/10.1287/mnsc.46.2.186.11926
  16. Chung-min Joo, "A Study of Characteristics Integrating Broadcasting and Telecommunication of IPTV and Introduction Plans", Journal of Cybercommunication Academic Society, No. 15, pp. 161-197, June 2005.
  17. Beoung-jae Yoo, "A study on an IPTV consumer's use of it and gratification with it", Master's thesis, Sungkyunkwan university, 2009.
  18. Joon-hyoung Han and Tea-soo Moon, "An Empirical Study on Influencing Factors of IPTV Service and Continuous Intention to Use", The Journal of Internet Electronic Commerce Research, Vol. 11, No. 2, pp. 51-73, Aug. 2011.
  19. Han-soo Kim, Seoung-woo Yoo, and Hyang-bok Lee, "Status analysis and future prospects of IPTV", Magazine of the IEEK, Vol. 35, No. 9, pp. 47-57, Sep. 2008.
  20. 2012 Industry report, Hanwha investment and securities, 2013.
  21. Venkatesh, V., Morris, M. G., Davis, G. B., and Davis F. D., "User Acceptance of Information Technology: Toward a Unified View", MIS Quarterly, Vol. 27, No. 3, pp. 425-278, Sep. 2003.
  22. Fishbein, M. and Ajzen, I., "Beliefs, attitude, intension, and behavior: An Introduction to theory and research", Addison-Wesley Pub., 1875.
  23. Davis, F. D., Richard P. B., and Paul R. W., "Extrinsic and intrinsic motivation to use computers in the workplace", Journal of applied social psychology, Vol. 22, No. 14, pp. 1111-1132, Dec. 1992. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
  24. Ajzen, I., "The theory of planned behavior", Organizational Behavior and Human Decision Process. Vol. 50, pp. 179-211, Dec. 1991. https://doi.org/10.1016/0749-5978(91)90020-T
  25. Taylor, S. and Todd, P., "Understanding information technology usage: A Test of Competing Models", Information Systems Research, Vol. 6, pp. 144-176, Mar. 1995. https://doi.org/10.1287/isre.6.2.144
  26. Thompson, R. L., Higgins, C. A., and Howell, J. M., "Personal Computing: Toward a Conceptual Model of Utilization", MIS Quarterly, Vol. 15, No. 1, pp. 124-143, Mar. 1991.
  27. Rogers, E. M., "Diffusion of innovations(fifth ed.)", New York: Free Press, 2003.
  28. Moore, G.C. and Benbasat, I., "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation", Information Systems Research, Vol. 2, No. 3, pp. 192-222, Sep. 1991. https://doi.org/10.1287/isre.2.3.192
  29. Bandura, A., "Social Foundations of Thought and Action: A Social Cognitive Theory", Prentice Hall, Englewood Cliffs, NJ, 1986.
  30. Compeau, D. R. and Higgins, C. A., "Computer Self-Efficacy: Development of a Measure and Initial Test", MIS Quarterly, Vol. 19, No. 2, pp. 189-211, June 1995. https://doi.org/10.2307/249688
  31. HC Kim, "A Study on Effect of Mobile Properties, IT Properties and Involvement on Satisfaction of Smart phone Application: Focused on Fashion Application", The e-business studies, Vol. 12, No. 2, pp. 49-77, Apr. 2011.
  32. Sae-ha Jeon, Na-rae Park, and Choong C. Lee, "Study on the Factors Affecting the Intention to Adopt Public Cloud Computing Service", Entrue Journal of Information Technology, Vol. 10, No. 2, pp. 97-112, June 2011.
  33. Chul-woo Yoo, Yong-jin Kim, Jung-hoon Moon, and Young-chan Choe, "The Effect of Herding Behavior and Perceived Usefulness on Intention to Purchase e-Learning Content: Comparison Analysis by Purchase Experience", Asia Pacific Journal of Information Systems, Vol. 18, No. 4, pp. 105-130, Dec. 2008. https://doi.org/10.5859/KAIS.2009.18.4.105
  34. Joon-seok Hwang, Zoonky Lee, and Jae-kyoung Lee, "A Study on the Factors Influencing Intention to Use Internet VOD Movies", Journal of the Korea society of computer and information, Vol. 14, No. 2, pp. 221-229, June 2009.
  35. Chong-Hoon Nam, "A Study on Factors Influencing DMB Adoption: Focused on Comparison between S-DMB and T-DMB", Journal of Communication Science, Vol. 7, No. 2, pp. 143-188. June 2007.
  36. Myoung-hee Shin and Chang-Suk Kim, "A Study on the Acceptance Decision Factors for Diffusion of Satellite DMB: Non-Users' Acceptance Intention Applying Technology Acceptance Model", Social Science Research, Vol. 22, No. 2, pp. 229-252, June 2006.
  37. Venkatesh, V. and Brown, S., "A longitudinal investigation of personal computers in homes: Adoption determinants and emerging challenges", MIS Quarterly, Vol. 25, No. 1, pp. 71-102, 2001. https://doi.org/10.2307/3250959
  38. Terry, D. J., Hogg, M. A., and White, K. M., "The theory of planned behavior: Self-identity, social identity and group norms", British Journal of Social Psychology, Vol. 38, pp. 225-244, 1999. https://doi.org/10.1348/014466699164149
  39. Jacoby, J. and Olson, J., "Perceived Quality", Heat, Lexington, 1985.
  40. Jarvenpaa, S. L. and Todd, P. A., "Is There a Future for Retailing on the Internet?: Electronic Marketing and Consumer", Peterson, R.A. (ed), pp. 139-154, 1997.
  41. Bellman, S,, Gerald L. L., and Eric J. J., "Predictors of Online Buying Behavior", Communications of the ACM, Vol. 42, No. 12, pp. 32-38, Dec. 1999.
  42. Tan, S. J., "Strategies for Reducing Consumers' Risk Aversion in Internet Shopping", Journal of Consumer Marketing, Vol. 16, No. 2, pp. 163-180, June 1999. https://doi.org/10.1108/07363769910260515
  43. Hyeog-In Kwon, Man-Jin Kim, Ji-Hye Park, and Ji-Ae Lee, "Study on Evaluation of Social Commerce Quality- Focus on Quality Factors of the Information System and Individual Characteristics", Journal of Korean Institute of Information Technology, Vol. 9, No. 8, pp. 229-237, Aug. 2011.
  44. Seong-Su Kim, Kyeong-Seok Han, Byoung-Soo Kim, Su-Kyung Park, and Sang-Keun Ahn, "An Empirical Study on Users' Intention to Use Mobile Applications", Vol. 9, No. 8, pp. 213-228, Aug. 2011.

Cited by

  1. An Empirical Analysis of Discriminant Factors Between IPTV VOD and Non-VOD Usage Group Membership vol.21, pp.3, 2014, https://doi.org/10.9728/dcs.2020.21.3.495
  2. An Analysis of Paid VOD Usage Patterns vol.21, pp.7, 2014, https://doi.org/10.9728/dcs.2020.21.7.1251
  3. Analysis of the Eye Movement of Active Seniors in the IPTV VOD Purchase Process: OllehTV and U+TV vol.34, pp.4, 2014, https://doi.org/10.15187/adr.2021.11.34.4.173