Journal of Broadcast Engineering (방송공학회논문지)

The Korean Institute of Broadcast and Media Engineers (한국방송∙미디어공학회)
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A Study on the Willingness to Pay of Decision Factor for Mobile IPTV

모바일 IPTV 서비스에 대한 지불의사 결정 요인 연구

  • Kim, Dong-Woo (Seoul National University of Science and Technology, Graduate School of Public Policy and Information Technology) ;
  • Yoo, Jae-Young (Seoul National University of Science and Technology, Graduate School of Public Policy and Information Technology) ;
  • Joung, Won-Ko (Sogang University, School of Communication)
  • 김동우 (서울과학기술대학교 IT정책전문대학원) ;
  • 유재영 (서울과학기술대학교 IT정책전문대학원) ;
  • 정원조 (서강대학교 커뮤니케이션학부)
  • Received : 2014.02.17
  • Accepted : 2014.05.23
  • Published : 2014.05.30
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Abstract

This study analyzes empirically main factors of willingness-to-pay for mobile IPTV emphasized as a key service in mobile environment. By structure equation analysis, the results shows that service diversity has influence on usefulness and service quality influences both usefulness and ease-to-use. Secondly, usability has positive impact on attitude and satisfaction. Thirdly, attitude and satisfaction influence willingness-to-pay. These result mean that quality assurance(ex, QoS) and improvement of usability are essential for revenue improvement revenue in mobile IPTV. And also this study can give empirical implications for service portfolio, pricing and bundling strategy as a leading study for mobile IPTV.

본 연구는 모바일 환경의 핵심 서비스로 부각되고 있는 모바일 IPTV 서비스의 수익 개선 조건으로서 지불의사(willingness to pay)의 결정 요인들에 대해 구조방정식 모형을 통해 분석하였다. 분석 결과, 첫째, 서비스의 다양성은 유용성에, 서비스의 품질은 유용성과 용이성에 영향을 미쳤고, 둘째, 용이성이 태도와 만족 요인에 영향을 미쳤고, 셋째, 태도와 만족은 모두 지불의사에 영향을 미치는 것으로 나타났다. 이상의 결과는 모바일 IPTV 서비스의 수익 개선에 있어 QoS 등 품질 보장과 UI/UX 등 용이성 개선이 필수적임을 의미한다. 이 연구는 도입단계인 모바일 IPTV 서비스에 대한 선도적 연구로서 서비스의 구성 및 가격 전략, 서비스 결합 판매 전략을 제안하는 데 의의가 있다.

Keywords

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