Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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Audience and Media Predictors for Digital Content Purchases: A Multilevel Approach

디지털 콘텐츠 구매를 위한 고객 및 미디어 요인: 다층수준 접근 방식

  • Bo-Ram Kwon (College of Business Administration, Seoul National University) ;
  • HanByeol Stella Choi (College of Business, Korea Advanced Institute of Science and Technology) ;
  • Junyeong Lee (School of Industrial Management, Korea University of Technology and Education(KoreaTech))
  • 권보람 (서울대학교 경영대학) ;
  • 최한별 (카이스트 경영대학) ;
  • 이준영 (한국기술교육대학교 산업경영학부)
  • Received : 2020.09.19
  • Accepted : 2020.09.28
  • Published : 2020.11.30
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Abstract

Previous studies on willingness to pay for digital content have mainly focused on audience factors and individual level. To complement the limitation of previous research, this study conducts a multilevel analysis to find the factors influence digital content purchases considering two axes: audience/media factors and individual/household levels. Using a sample of 10,172 individuals within 4,313 households, the analysis results show individual media factors including theater-going, experience with cloud services, and multi-screen service usage have the greatest effects on digital content purchases. At the household level, the media ownership factors that the number of laptops, wireless routers, and tablets have a greater influence than audience factors such as household size or household income. Our findings help scholars to enhance the understanding of individuals' media use considering household environmental factors and shed light on the importance of multi-screen service usage, and content providers to improve their digital content sales using multi-screen environment.

기존의 디지털 콘텐츠에 대한 지불 의사를 고려한 연구들은 대부분 고객 요인과 개인 수준에 중점을 두어 진행되었다. 이런 한계를 보완하기 위해, 본 연구에서는 고객/미디어 요인과 개인/가구 수준의 두 가지 축을 고려하여 디지털 콘텐츠 구매에 영향을 미치는 요인을 찾기 위한 다층수준 분석을 진행하였다. 4,313가구 내 10,172명의 개인을 대상으로 분석한 결과 영화 관람, 클라우드 서비스 경험, 멀티스크린 서비스 이용 등 개인 수준의 미디어 요인이 디지털 콘텐츠 구매에 가장 큰 영향을 미치는 것으로 나타났다. 가구 수준에서는 노트북, 무선 라우터 및 태블릿의 수 등의 미디어 요인이 가구 규모나 가구 소득과 같은 고객 요인보다 더 큰 영향을 미치는 것을 확인하였다. 연구 결과를 통해 개인뿐만 아니라 가구 수준의 고객과 미디어 요인을 통합적으로 고려함으로써 개인의 디지털 콘텐츠 구매 행태에 대한 이해를 높였고, 멀티스크린 서비스 이용의 중요성을 말하였다. 또한 콘텐츠 제공 업체가 멀티스크린 환경을 활용함으로써 신규고객 유치 및 디지털 콘텐츠 판매 증진에 기여할 수 있음을 밝혔다.

Keywords

Acknowledgement

이 논문은 2019년도 한국기술교육대학교 교수 교육 연구진흥과제 지원에 의하여 연구되었음.

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