한국인터넷방송통신학회논문지 (The Journal of the Institute of Internet, Broadcasting and Communication)

  • 제14권5호
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  • Pages.45-53
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  • 2014
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  • 2289-0238(pISSN)
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  • 2289-0246(eISSN)
한국인터넷방송통신학회 (The Institute of Internet, Broadcasting and Communication)
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모바일 IPTV 시장 활성화를 위한 소비자 연구

A Study on Consumers' Perception and Attitudes for Market Promotion of Mobile IPTV

  • 투고 : 2014.08.07
  • 심사 : 2014.10.10
  • 발행 : 2014.10.31
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초록

본 연구는 현재 사용 중인 모바일 동영상 서비스의 이용행태를 분석하고 모바일 동영상 서비스 중 모바일IPTV에 대한 소비자 인식을 조사하였다. 연구결과, 모바일 동영상 서비스는 전체 응답자의 82.8%가 사용하고 있었으며 향후 모바일 IPTV의 이용 의향에 대해서는 33.6%가 의향이 있다고 응답하였다. 향후 모바일 IPTV 이용시 고려사항으로는 다양한 실시간 채널을 가장 높은 빈도로 선택하였으며 다음으로 이용요금 및 요금제를 두번째 고려 사항으로 선택하였다. 그리고 향후 모바일 IPTV 이용시 주로 이용할 영상종류 및 지불의향 금액도 조사하였다. 또한 모바일 IPTV를 이용하지 않겠다는 가장 큰 이유에도 '요금 및 요금제가 비싸기 때문'이었는데 가격요인은 모바일 IPTV 이용여부에 가장 크게 작용하는 것으로 나타났다. 이러한 결과들을 바탕으로 모바일 IPTV의 활성화를 위한 실행방안을 제안하였다.

This study investigated users' usage of mobile video service, users' perception and usage of mobile IPTV. The results show that 82.8% is using mobile video services and 33.6% of the entire respondents has the intention to use mobile IPTV with regards to future usage. They answered that 'various real-time broadcasting' and'mobile IPTV charges' were the major areas of considerations for mobile IPTV users. And we analyzed the most watching contents on mobile IPTV and the willingness to pay for one month. In addition, the main reasons for not using mobile IPTV were the charges for mobile IPTV. Based on these results, action plans for the promotion of mobile IPTV are proposed.

키워드

참고문헌

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피인용 문헌

  1. A Chasm Theory-Based Study on the Target Market and Future Prospect of IPTV(Internet Protocol TV) vol.17, pp.1, 2016, https://doi.org/10.20462/TeBS.2016.02.17.1.241