Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Recognition of Diversity on Digital Media Services

디지털미디어서비스에 관한 시청자의 다양성 인식 실증

  • Lee, Sang-Ho (School of Digital Media, Kyungsung University)
  • 이상호 (경성대학교 디지털미디어학부)
  • Received : 2018.09.28
  • Accepted : 2018.11.20
  • Published : 2018.11.28
Download PDF
⟨ Previous Next ⟩

Abstract

This paper deals with the viewer's recognition of diversity on digital media services. For this reason, the researcher focused on the IPTV user, how the perception of the diversity of the digital media service affected the user's satisfaction. The results are as follows. First, digital media service user recognized that supply side diversity of media channel and VOD affect recognition of accessibility (easy of use) and perceived playfulness. Second user recognized that variety of performers and actors affect recognition of accessibility and perceived playfulness. Moreover, it was found that recognition of accessibility, actor's diversity, perceived playfulness affect use's recognition for media player's contribution of diversity, and media satisfaction. As in this paper, the researcher expects that this kind of methodology for confirming of user's recognition of diversity will contribute to preparing a future media policy.

본 연구는 디지털미디어서비스를 시청하는 수용자가 미디어서비스의 콘텐츠 다양성 개선 정도에 대해 어떻게 인식하는지를 실증적으로 연구하였다. 이를 위해 연구자는 IPTV 사용자를 중심으로 디지털미디어 서비스의 다양성 인식이 사용자의 만족에 어떻게 영향을 미치는지 실증하였다. 연구를 위해 전국단위 샘플 1,373명을 확보하여 구조방정식 모형 검증을 통해 연구결과를 도출하였다. 연구결과 첫째, 디지털미디어서비스 수용자는 채널 및 VOD편수 등의 공급측면의 다양성 인식이 시청 접근성. 즐거움 인식 등에 영향을 주는 것으로 나타났다. 둘째, 콘텐츠에 출연하는 인물의 다양한 등장도 시청 접근성, 즐거움 인식 등에 영향을 주는 것으로 나타났다. 또한 시청 접근성, 채널과 인물의 다양성 인식, 즐거움 인식 등은 IPTV 사업자의 다양성 기여에 대한 인식과 이용 만족에 영향을 주는 것으로 나타났다. 시청자의 미디어 다양성 인식을 실증하는 연구가 소수이나 이러한 모형검정의 시도가 향후 관련 미디어 정책을 마련하고 미디어 기업의 공익적 책무를 주지시키는데 기여할 것으로 기대한다.

Keywords

OHHGBW_2018_v9n11_237_f0001.png 이미지

Fig. 1. Research Model

OHHGBW_2018_v9n11_237_f0002.png 이미지

Fig. 2. AMOS test of proposed model

Table 1. Breakdown of respondents

OHHGBW_2018_v9n11_237_t0001.png 이미지

Table 2. Results of reliability and validity

OHHGBW_2018_v9n11_237_t0002.png 이미지

Table 3. AVE and SMC

OHHGBW_2018_v9n11_237_t0003.png 이미지

Table 4. Results of Model estimated by AMOS

OHHGBW_2018_v9n11_237_t0004.png 이미지

References

  1. G. Doyle, (2002), Media ownership: The economics and politics of convergence and concentration in the UK and European media. London: Sage Publications.
  2. C. E. Baker, (2007). Media concentration and democracy. Cambridge: Cambridge University Press.
  3. B. Litman, (1979). The television networks, competition and program diversity, Journal of Broadcasting, 23, 393-409. https://doi.org/10.1080/08838157909363949
  4. D. McQuail, (1992), Media Performance: Mass Communication and Measurement of Diversity, Communication Research, 30(1), 60-79.
  5. P. M., Napoli. (2001). Foundations of Communication Policy: Principles and process in the regulation of electronic media. Cresskill, NJ: Hampton Press, Inc.
  6. S. S. Wildman & B. Owen. (1985). Program competition, diversity and multichannel bundling in the new video industry. in Noam, E,M. (Ed). Video media competition: Regulation, economics and technology. NY: Columbia University Press, 244-279.
  7. R, Van der Wurff & J. Van Cuilenburg. (2001)., Impact of moderate and ruinous competition on diversity. The Dutch Television market, Journal of Media Economics, 14(4), 213-229. https://doi.org/10.1207/S15327736ME1404_2
  8. KCC. (2015). A Pilot-test for Applying Media Diversity Indicators, KISDI.
  9. KCC. (2017). Research on Media Diversity, KOBACO.
  10. J. W. Park & P. S. Song. (2015). A Study on SNS marketing activities of the tourism industry affect to Awareness, Brand Image, Corporate Image and Purchase Intention, International Journal of Tourism and Hospitality Research, 29(7), 225-239.
  11. R. L. Oliver. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions, Journal of Marketing Research, 17(9), .460-469. https://doi.org/10.1177/002224378001700405
  12. S. O. Lee & S. H. Lee. (2018), A Study on the Factors Influencing Acceptance of Social Media-based Smart Commerce Service through Personal Innovativeness, Journal of Digital Contents Society, 1993, 547-559.
  13. W. J. Sung, (2012). A Meta-analysis of Media Diversity Studies : Concept and Approach, Journal of Broadcasting and Telecommunications Research, 79, 101-139.
  14. S. H. Lee, (2017). A Longitudinal Time Series Study on the Viewing Behavior of Digital Media VOD Service Focused on Terrestrial VOD of IPTV for 5 years, Journal of The Korea Convergence Society, 8(9), 277-283. https://doi.org/10.15207/JKCS.2017.8.2.277
  15. S. H. Lee, (2017). A Study on the Viewing Rate Trends of Digital Media Service Special Reference to Terrestrial Real Time Broadcasting of IPTV, The Journal of Digital Policy & Management, 15(9), 471-477.