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http://dx.doi.org/10.5909/JBE.2014.19.3.385

A Study on the Willingness to Pay of Decision Factor for Mobile IPTV  

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)
Publication Information
Journal of Broadcast Engineering / v.19, no.3, 2014 , pp. 385-395 More about this Journal
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.
Keywords
Mobile IPTV; N screen; Willingness to pay;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
연도 인용수 순위
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