Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
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Impact of Conceptual Combination Pattern and Goal Congruence on User Experience : Focused on IPTV Design Factors

디지털 서비스의 결합유형과 목적 일치도가 사용자 경험에 미치는 영향 : IPTV 서비스의 디자인 요소를 중심으로

  • 김소령 (연세대학교 인지과학대학원) ;
  • 박지영 (연세대학교 인지과학대학원) ;
  • 김진우 (연세대학교 경영대학)
  • Received : 2010.10.08
  • Accepted : 2010.11.10
  • Published : 2010.11.30
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Abstract

Influences of convergent services on the overall industry has become noticeable. Various services are becoming to converge into a single platform because of ever-hanging needs of digital service users. However, few studies have investigated how users' perception of convergent services as well as the quality of experience that service users have while using the convergent services. Therefore, this study aims at identifying perceived patterns of convergent services by IPTV users, which is one of the representative convergent-ervice platforms. It also aims at identifying the impact of perceived convergence pattern on the relationship between goal congruency among individual services and the quality of user experience. Two empirical studies were conducted to accomplish the research goals. We have constructed two prototypes of convergent digital services in the IPTV environment and conducted controlled experiments to verify the research hypotheses. The results indicate that design similarities of two services substantially influence the perceived patterns of convergent services. It was also found that the perceived convergent patterns have significant moderating effects on the impact of perceived goal congruence upon the quality of user experience. This paper ends with limitations as well as implications of the study results.

Keywords

References

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