Journal of Broadcast Engineering (방송공학회논문지)

The Korean Institute of Broadcast and Media Engineers (한국방송∙미디어공학회)
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The Impact of User Behavior, Contents, Function, Cost on Use Satisfaction and the Continued Use Intention of the N-screen Service Users

N 스크린 서비스의 이용행태, 콘텐츠, 기능, 비용이 이용 만족도와 지속이용의사에 미치는 영향에 관한 연구

  • Kim, Dong-Woo (Seoul National University of Science and Technology, Graduate School of Public Policy and Information Technology) ;
  • Lee, Yeong-Ju (Seoul National University of Science and Technology, Graduate School of Public Policy and Information Technology)
  • 김동우 (서울과학기술대학교 IT정책전문대학원) ;
  • 이영주 (서울과학기술대학교 IT정책전문대학원)
  • Received : 2013.08.02
  • Accepted : 2013.09.26
  • Published : 2013.09.30
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Abstract

This study aims to find out the influences of user behavior, content characteristics, functional factors and user's perception in cost on user satisfaction and continuous intention in N-Screen service. Web survey was conducted for 498 users who have used N screen service. The results show that the most influential factor contributing to user satisfaction is user interface. VOD diversity, payment system, cost, channel diversity are also meaningful factors. Identifying the critical factors which impact on user satisfaction, this study can provide the basic data for activating OTT service in smart media environment.

본 연구는 N 스크린 서비스의 이용 행태(교차이용, 개인별 단말기 보유량, N 스크린 이용을 위한 지불금액, N 스크린 이용시간), 콘텐츠 특성(채널의 다양성, VOD의 다양성), 기능적 요인(시스템품질, 인터페이스, 결제시스템), 비용에 대한 이용자의 인식이 이용만족도와 지속이용의사에 미치는 영향을 살펴보았다. N 스크린 유료 경험이 있는 이용자를 대상으로 (N=498), 웹을 통한 설문조사를 한결과, 이용만족도에 가장 큰 영향을 미치는 요인은 기능적 요인 중 인터페이스로 나타났으며, 결제시스템, VOD의 다양성, 채널의 다양성, 비용 순으로 유의한 변인인 것으로 나타났다. 본 연구는 이용자 차원에서 N 스크린 서비스 만족에 영향을 주는 요인들을 밝혀냄으로써, 스마트 미디어 환경에서 OTT 서비스 활성화를 위한 기초 자료를 제공하는 데 의의가 있다.

Keywords

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  2. A Comparative study on difference in life satisfaction and user behavior of N-screen Service vol.13, pp.10, 2015, https://doi.org/10.14400/JDC.2015.13.10.59