Earticle

초록

영어

This study analyzes the influence factors of IPTV users on the purchase of paid contents. This study carries out a web-log analysis of the actual users of the service provided by the domestic IPTV providers and classifies the influence factors on the purchase of paid contents largely into VOC, switching barriers, and content consumption pattern to conduct an empirical analysis. As analysis procedure, first, this study analyzes the preceding researches related to the core influence factors and content-purchasing patterns, and second, conducts a basic statistics analysis of the distribution of basic characteristics of the logs used, as presented in the above. Third, this study carries out a multiple regression analysis as an estimating equation of the number of purchasing the paid content depending on switching barriers of IPTV service, VOC, and content consumption pattern. As a statistical package, Stata version 11.2 was used. Through the empirical analysis, this study found that of the service use logs, VOC and content consumption pattern had a multi-dimensional impact on the purchase of premium contents. On the other hand, this study also found that the impact of switching barriers such as combination state with other products and current status of holding a point did not have a significant impact on the purchase of paid contents.

목차

Abstract
 1. 서론
 2. 이론적 배경 및 선행 연구
  2.1 IPTV 서비스
  2.2 VOC(Voice of Customer)
  2.3 전환장벽
 3. 연구 방법 및 통계모형
  3.1 조사 방법
  3.2 자료 수집
  3.3 연구 가설
  3.4 연구 모형
  3.5 변수의 조작적 정의
 4. 연구결과 및 해석
  4.1 조사대상자의 일반적 특성
  4.2 분석 결과
 5. 결론
  5.1 시사점
  5.2 한계 및 향후 연구방향
 참고문헌

키워드

저자

• 송영화 [ Yeong-Wha Sawng | 건국대학교 경영대학 기술경영학과 교수 ]
• 김주일 [ Juil Kim | 한국과학기술기획평가원 연구원 ]
• 김명중 [ Myung-Jung Kim | KT 품질개선평가팀 ]
• 박선영 [ Sun-Young Park | 건국대학교 경영대학 기술경영학과 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005