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Electronics and Telecommunications Research Institute (한국전자통신연구원)
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Factors Influencing New Media Subscription Based on Multigroup Analysis of IPTV and DCTV

  • Kang, Sang-Ug (Department of Computer Science, Sangmyung University) ;
  • Park, Seungbum (Planning & Strategy Team, National Information Society Agency) ;
  • Lee, Sangwon (Department of Information & E-Commerce, Wonkwang University)
  • Received : 2014.01.20
  • Accepted : 2014.07.28
  • Published : 2014.12.01
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Abstract

As the Internet Protocol TV (IPTV) service enters the broadcasting market, the competition intensifies. This paper explains the factors influencing new media subscription and their influential differences on IPTV and digital cable TV (DCTV). We use the information systems success model and gratification opportunity theory to develop our research model. We sample 621 people and collect their responses through web-based measuring software. Structural model analysis shows that the willingness to subscribe to a new broadcasting medium is influenced by three characteristics of the medium: media richness, interactivity, and video quality. Multigroup analysis reveals that motivation to use a medium partially differs between IPTV and DCTV. This research concludes that the IPTV service is not attractive enough to act as a substitute for the already existing DCTV. In addition, for the IPTV service to proliferate, its business model should be promoted with new and differentiated revenue structures and services. The managerial implications in this study help new media businesses set business goals and product functionality, and allocate resources for the continued diffusion of IPTV.

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