Browse > Article
http://dx.doi.org/10.7840/KICS.2011.36B.1.60

Analysis of Consumer Value for the Business Model Development of Next Generation IPTV: Mobile IPTV  

Shin, Min-Soo (한양대학교 경영대학 경영학부)
Kim, Sung-Hee (한국전자통신연구원 방송통신융합연구부문)
Cho, Cheol-Hye (한국전자통신연구원 방송통신융합연구부문)
Publication Information
The Journal of Korean Institute of Communications and Information Sciences / v.36, no.1B, 2011 , pp. 60-70 More about this Journal
Abstract
IPTV was introduced as the new growth engine of the broadcasting and telecommunications industry and has experienced a high growth rate as its subscribers exceeded 2 million in early 2010. However there have been some doubts on if the IPTV market will keep current growth drift. One of such suspicions is that IPTV market has not been developed by the competitiveness of IPTV industry itself. In addition, the recent slowdown of subscribers' growth and IPTV players' operating at a loss has been suggested as obstacles to the IPTV market growth. This sort of phenomenon has been brought about by ambiguous proposition of IPTV's own value as well as IPTV service positioning gap. To resolve these problems this study empirically investigates what customers want to get from IPTV service by analyzing switching value of IPTV subscribers. This study also identifies which values must be strategically considered to develop next generation IPTV services, in particular mobile IPTV services. Following the investigation, this study analyzes the possible positioning gap of mobile IPTV. Through this analysis, this study suggests which sort of service values need to be reconciled.
Keywords
IPTV; Mobile IPTV; Consumer Value; Service Value Model; Positioning Gap;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 김영환, 최수일, "지각된 서비스 품질, 유용성, 용 이성이 IPTV 사용자 만족 및 지속적 사용의도에 미치는 영향", 한국콘텐츠학회논문지, 9(10), pp.314-327, 2009.
2 김윤환, 최영, "IPTV 확산의 심리적 저항요인에 관한 연구", 방송통신연구, 69, pp.163-191, 2009.
3 박영근, 연광호, 전춘화, "IPTV특성이 소비자 시 청만족도와 지속이용 의도에 미치는 영향에 관한 연구", 인터넷전자상거래연구, 10(2), pp.191-205, 2010.
4 이봉규, 이성준, 서현식, 김준호, "사회문화적 요 인과 플로우 경험 및 지각된 행위통제가 IPTV 서비스 수용에 미치는 영향 분석", 인터넷정보학회논문지, 11(3), pp.105-119, 2010.
5 하귀룡, 이경탁, "계층적 분석방법을 활용한 IPTV 선택요인의 중요도 분석", 한국콘텐츠학회논문지, 9(12), pp.814-825, 2009.   과학기술학회마을   DOI   ScienceOn
6 E. M. Rogers, Diffusuon of Innovarion (5th Ed.), New York:Free Press, 2003.
7 T.L. Saaty, L.G. Vargas, The Logic of Priorities: Application in Business, Energy, Health, and Transportation, Boston: Kluwer-Nijhoff, 1982.
8 M. Sung. "A Rich Media Framework for Communication-Broadcasting Converged IPTV", IEEE Transactions on Consumer Electronics, 56(2), pp.463-470, 2010.   DOI   ScienceOn
9 L.X. Tarpey, J.P. Peter, "A Comparative Analysis of Three Consumer Decision Strategies", Joutnal of Consumer Research, 2 pp.29-37, 1975.   DOI   ScienceOn
10 김문선, 김현정, 김문오, 김효진, "IPTV 사용자 저항에 관한 연구", 한국전자거래학회지, 15(2), pp.205-217, 2010.   과학기술학회마을
11 H. Bouwman, M. Zhengjia, D. Patrick, L. Sander, "A business model for IPTV service: a dynamic framework.", Info, 10(3), pp.22-38, 2008.   DOI   ScienceOn
12 J.C. Nunmally, Psychometirc Theory, New York:McGraw-Hill, 1978.
13 F. Davis, "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, 13, 3, pp.319-339. 1989.   DOI   ScienceOn
14 K. Dirks, D. Ferron, "The Role of Trust in Organizational Settings", Organization Science, 12, 4, pp.450-467, 2001.   DOI   ScienceOn