Browse > Article
http://dx.doi.org/10.4218/etrij.14.0113.1320

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)
Publication Information
ETRI Journal / v.36, no.6, 2014 , pp. 1041-1050 More about this Journal
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.
Keywords
IPTV; DCTV; structural equation model; gratification opportunity theory; multigroup analysis of structural invariance;
Citations & Related Records
연도 인용수 순위
  • Reference
1 L. Ha and E. James, "Interactivity Reexamined: A Baseline Analysis of Early Business Web Sites," J. Broadcast. Electron. Media, vol. 42, no. 4, 1998, pp. 457-474.   DOI   ScienceOn
2 C. Heeter, "Implications of New Interactive Technologies for Conceptualizing Communication," in Media Use in the Inf. Age: Emerg. Patterns Adoption Consum. Use, Mahwah, NJ, USA: Lawrence Erlbaum Associates, 1989, pp. 217-235.
3 G. Wu, "The Role of Perceived Interactivity in Interactive Ad Processing," Ph.D. dissertation, Univ. of Texas, Austin, USA, 2000.
4 G. Wu, "Conceptualizing and Measuring the Perceived Interactivity of Websites," J. Current Issues Res. Advertising, vol. 28, no. 1, 2006, pp. 87-104.   DOI
5 A. Rubin and R. Rubin, "Interface of Personal and Mediated Communication: A Research Agenda," Critical Studies Mass Commun., vol. 2, no. 1, 1985, pp. 36-53.   DOI
6 V. Venkatesh and F. Davis, "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Manag. Sci., vol. 46, no. 2, Feb. 2000, pp. 186-204.   DOI   ScienceOn
7 S. Li, "Exploring the Factors Influencing the Adoption of Interactive Cable Television Services in Taiwan," J. Broadcast. Electron. Media, vol. 48, no. 3, 2004, pp. 466-483.   DOI   ScienceOn
8 J. Reagan, "The Difficult World of Predicting Telecommunication Innovations: Factors Affecting Adoption," in Commun. Technol. Soc.: Audience Adoption Uses, Cresskill, NJ, USA: Hampton Press, 2002, pp. 65-87.
9 G. Zysman, "Wireless Networks," Sci. American, vol. 273, no. 3, Sept. 1995, pp. 52-55.   DOI
10 H. Bouwman et al., "A Business Model for IPTV Service: A Dynamic Framework," Inf., vol. 10, no. 3, 2008, pp. 22-38.   DOI   ScienceOn
11 M. Garcia et al., "A QoE Management System for Ubiquitous IPTV Devices," Mobile Ubiquitous Comput., Syst., Services Technol., Sliema, Malta, Oct. 11-16, 2009, pp. 147-152.
12 K. Kerpez et al., "IPTV Service Assurance," IEEE Commun. Mag., vol. 44, no. 9, Sept. 2006, pp. 166-172.
13 X. Cai, "A Test of the Functional Equivalence Principle in the New Media Environment," Ph.D. dissertation, Indiana Univ., IN, USA, 2001.
14 H.T. Himmelweit, A.N. Oppenheim, and P. Vince, Television and the Child, London, UK: Oxford University Press, 1958.
15 D. Atkin, "Audio Information Services and the Electronic Media Environment," Inf. Soc., vol. 11, no. 1, 1995, pp. 75-83.   DOI   ScienceOn
16 J. Dimmick, S. Kline, and L. Stafford, "The Gratification Niches of Personal E-Mail and the Telephone," Commun. Res., vol. 27, no. 2, Apr. 2000, pp. 227-248.   DOI   ScienceOn
17 A. Reibman, V. Vaishampayan, and Y. Sermadevi, "Quality Monitoring of Video over a Packet Network," IEEE Trans. Multimedia, vol. 6, no. 2, Apr. 2004, pp. 327-334.   DOI   ScienceOn
18 Y. Liu and L. Shrum, "What is Interactivity and is it always such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness," J. Advertising, vol. 31, no. 4, 2002, pp. 53-64.   DOI   ScienceOn
19 J. Dimmick and A. Albarran, "The Role of Gratification Opportunities in Determining Media Preference," Mass Commun. Rev., vol. 21, 1994, pp. 223-235.
20 J. Dimmick, Y. Chen, and Z. Li, "Competition between the Internet and Traditional News Media: The Gratification-Opportunities Niche Dimension," J. Media Economics, vol. 17, no. 1, 2004, pp. 19-33.   DOI   ScienceOn
21 F. Davis, R. Bagozzi, and P. Warshaw, "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Manag. Sci., vol. 35, no. 8, Aug. 1989, pp. 982-1003.   DOI   ScienceOn
22 W. Wang and I. Benbasat, "Interactive Decision Aids for Consumer Decision Making in E-Commerce: The Influence of Perceived Strategy Restrictiveness," MIS Quarterly, vol. 33, no. 2, June 2009, pp. 293-320.   DOI
23 B. Byrne, "Structural Equation Modeling with Lisrel, Prelis, and Simplis: Basic Concepts, Applications, and Programming," NJ, USA: Lawrence Erlbaum, 1998.
24 P. Van Schaik, J. Bettany-Saltikov, and J. Warren, "Clinical Acceptance of a Low-Cost Portable System for Postural Assessment," Behavior Inf. Technol., vol. 21, no. 1, 2002, pp. 47-57.   DOI   ScienceOn
25 V. Venkatesh et al., "User Acceptance of Information Technology: Toward a Unified View," MIS Quarterly, vol. 27, no. 3, Sept. 2003, pp. 425-478.
26 National Information Society Agency, "Development on IPTV Quality Estimation Environment and Supporting Estimation," NIA, Seoul, Rep. of Korea, Technical Report, 2010.
27 R.C. MacCallum et al., "Alternative Strategies for Cross-Validation of Covariance Structure Models," Multivariate Behavior Res., vol. 29, no. 1, 1994, pp. 1-32.   DOI
28 X. Deng et al., "A Multi-group Analysis of Structural Invariance: An Illustration Using the Technology Acceptance Model," Inf. Manag., vol. 42, no. 5, July 2005, pp. 745-759.   DOI   ScienceOn
29 M.R. Mullen, "Diagnosing Measurement Equivalence in Cross-National Research," J. Int. Business Studies, vol. 26, no. 3, 1995, pp. 573-596.   DOI   ScienceOn
30 M.B. Myers et al., "An Application of Multiple-group Causal Models in Assessing Cross-Cultural Measurement Equivalence," J. Int. Marketing, vol. 8, no. 4, 2000, pp. 108-121.   DOI   ScienceOn
31 F. Herzberg, "One More Time: How Do You Motivate Employees?," Harvard Business Rev. Case Services Center, 1987, pp. 109-120.
32 F. Herzberg, B. Mausner, and B. Snyderman, "The Motivation to Work," New York, NY, USA: Transaction, 2008.
33 P. Zhang et al., "A Two-Factor Theory for Website Design," Proc. Hawaii Int. Conf. Syst. Sci., Hawaii, USA, vol. 6, Jan. 2000, pp. 1-10.
34 P. Zhang and G. von Dran, "Satisfiers and Dissatisfiers: A Two-Factor Model for Website Design and Evaluation," J. American Soc. Inf. Sci., vol. 51, no. 14, 2000, pp. 1253-1268.   DOI   ScienceOn
35 W. DeLone and E. McLean, "The DeLone and McLean Model of Information Systems Success: A Ten-Year Update," J. Manag. Inf. Syst., vol. 19, no. 4, 2003, pp. 9-30.
36 Z. Yang and X. Fang, "Online Service Quality Dimensions and Their Relationships with Satisfaction," Int. J. Service Ind. Manag., vol. 15, no. 3, 2004, pp. 302-326.   DOI   ScienceOn
37 Korea Productivity Center, "National Customer Satisfaction Index in Korea," KPC, Seoul, Rep. of Korea, 2012. Accessed June 2, 2014. http://www.ncsi.or.kr/ncsi/ncsi.main.asp
38 Multimedia Research Group, "MRG, IPTV Global Forecast: 2009 to 2013," MRG Technical Report (ID: I16F3F386E9EN), 2009.
39 ITU-T 500-11, Methodology for the Subjective Assessment of the Quality of Television Pictures, 2008.
40 W. DeLone and E. McLean, "Information Systems Success: The Quest for the Dependent Variable," Inf. Syst. Res., vol. 3, no. 1, Mar. 1, 1992, pp. 60-95.   DOI
41 J. Maisonneuve et al., "An Overview of IPTV Standards Development," IEEE Trans. Broadcast., vol. 55, no. 2, 2009, pp. 315-328.   DOI
42 S.-K. Park, "IPTV Induction, Technology Policy, and Sustainability," Commun. Converg. Rev., vol. 1, no. 1, 2009, pp. 82-106.
43 J.B. Gotlieb, D. Grewal, and S.W. Brown, "Consumer Satisfaction and Perceived Quality: Complementary or Divergent Constructs?," J. Appl. Psychol., vol. 79, no. 6, 1994, pp. 875-885.   DOI   ScienceOn
44 A. Parasuraman, V. Zeithaml, and L. Berry, "A Conceptual Model of Service Quality and Its Implications for Future Research," J. Marketing, vol. 49, no. 4, 1985, pp. 41-50.
45 M. Turunen et al., "User Expectations and User Experience with Different Modalities in a Mobile Phone Controlled Home Entertainment System," Proc. Int. Conf. MobileHCI, Bonn, Germany, Sept. 15-18, 2009, p. 31.