• Journal of Digital Convergence
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• v.18 no.5
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• pp.105-114
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• 2020

This study explored the factors affecting the willingness to pay of OTT service users. The main results are as follows. First, the perceived usefulness of OTT service users has a positive effect on use satisfaction. Second, perceived playfulness of OTT service users has a positive effect on use satisfaction. Third, the perceived cost of OTT service users has a positive effect on use satisfaction. Fourth, the perceived usefulness of OTT service users has a positive effect on willingness to pay. Fifth, use satisfaction with OTT service has a positive effect on willingness to pay. In summary, the perceived usefulness, perceived playfulness, and perceived cost of OTT service users increase the satisfaction of use, and the perceived usefulness and satisfaction are the key factors for predicting the willingness to pay. This will be meaningful in that it has revealed a path to predict and explain the intention of paid users of OTT service users.

• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.348-359
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• 2013

The core of contents monetization is the consumer's willingness to pay. In the past, the terrestrial contents can be used through the frequency for free. As the terrestrial contents use via online services has been increased, the importance of willingness to pay for the broadcasting contents is getting bigger. To find critical factors which can influence on the willingness to pay for the terrestrial contents, independent factors are categorized into three. The independent factors are users' awareness for copyright protection, contents characteristics, and platform characteristics. The results show that attitude for paying, subjective norms for copyright protection, rapid providing of contents, quality of service, social critical point, and expected service value are found out as significant factors. This result implies that it is necessary to enhance platform competitiveness to survive in convergence environment and customer relationships should be reinforced to maintain them as loyal customers.

• Journal of Broadcast Engineering
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• v.21 no.2
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• pp.210-218
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• 2016

In this study VOD usage patterns(VOD use and paid amount) of IPTV users were investigated reflecting the level of media use characteristics such as TV viewing time, star preference, and genre preference. Also the impact of media using characteristics and the evaluation of guide channel on the intention to use VOD was analyzed. The web survey was conducted against the respondents who have used VOD and guide channel. The results are as follows. Among the media usage characteristics, star preference has the impact on the VOD use, while genre preference has relation to the willingness to pay for VOD. Secondly, the intention to view the guide channel, entertainment of the channel, and the users' genre preference have significant impacts on the intention to use VOD. Therefore, it is necessary to raise the viewing rate of guide channel by providing the customized promotion strategy and diverse events based on the analysis of VOD usage.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2013.06a
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• pp.394-397
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• 2013

본 연구는 N스크린 서비스의 이용행태(교차이용, 개인별 단말기 보유량, N스크린 이용을 위한 지불금액, N스크린 이용시간), 콘텐츠 특성(채널의 다양성, VOD의 다양성), 기능적 요인(시스템품질, 인터페이스, 결제시스템), 비용에 대한 이용자의 인식이 이용만족도와 지속이용의사에 미치는 영향을 살펴보았다. N스크린 유료 경험이 있는 이용자를 대상으로 (N=498), 웹을 통한 설문조사를 한 결과, 이용만족도에 가장 큰 영향을 미치는 요인은 기능적 요인 중 인터페이스로 나타났으며, 결제시스템, VOD의 다양성, 채널의 다양성, 비용 순으로 유의하게 나타났다. 본 연구는 이용자 차원에서 서비스 만족에 영향을 주는 요인들을 밝혀냄으로써, N스크린과 스마트TV의 활성화를 위한 기초 자료를 제공하는 데 의의가 있다.

• KSCE Journal of Civil and Environmental Engineering Research
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• v.31 no.1D
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• pp.7-15
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• 2011

The travel time value is important factor for the evaluation of feasibility the transportation facility investment. The existing method for calculation of the travel time for each mode uses daily average trip purpose. So the value of travel time is constant because it is estimated with only daily average proportion. This daily constant time value can distort the results of future demands of toll roads or economic appraisals for the projects. The proportion of the trip purpose varies by time periods. Accordingly the value of travel time also varies by time periods. In this study, times periods are classified as morning peak, evening peak, business time off-peak, and non-business time off-peak. And trip purpose proportions are sorted by each time period from raw data of Seoul household trip study, then the value of travel time for each time period is estimated with these sorted purpose proportions. A case study of Seoul Jung-gu and Yongsan-gu performed with newly estimated time value by time periods. The result of benefit calculation with the daily constant time value is overestimated approximately annual 2.5 billion Won compared by time values by time periods. The demands of toll roads are also overestimated with the existing daily constant time value by daily 3,500 vehicles and total revenue of toll roads are overestimated by annually 1 billion Won. In conclusion, the value of travel time by each time period enables the more precise economic evaluation of the transportation facility investment projects, mode choice behavior, and route choice behavior especially for toll roads.

• Journal of Korean Society of Transportation
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• v.27 no.4
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• pp.31-40
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• 2009

Some road charges toll to finance the cost or to manage traffic congestion. With a growth of PPI projects, toll roads would be increase continuously. Tolls have a considerable influence on user's route choice, and sometimes can affect to the departure time and even to mode choice. For modelling toll roads, user's WTP or VOT has an important role and it is general that VOT is equivalent to the wages of workers. The current way of modelling technique yields various toll price elasticity from low to high. When there exist few alternative routes, unrealistic result that all traffic assigned to some shortest path may occur. The toll price elasticity can be influenced by alternative route and congestion level, but some result shows nearly unrealistic patterns. The model to forecast more realistic toll road demand is very essential for estimating toll revenue, choice of optimal toll level & collecting location and establishing toll charge strategy. This paper reviewed some literatures about toll road modelling and tested case study about the assignment technique with different VOT. The case study shows that using different VOT yields more realistic result than the use of single VOT.

• Cartoon and Animation Studies
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• s.46
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• pp.23-61
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• 2017

This study aims to understand the using characteristics of TV animation and web-based animation of children and investigate the effects of change in viewing process on the purchase of character goods. For this purpose, an online survey was conducted for parents who have children as animation viewers. The results show that there was no difference by age or gender in using both TV and web animation. When parents get animation information on TV, they had their children watch animation through the same TV channel, but the web has no significant relationship between information acquisition path and main service they use. In addition, it is found that parent' perception of TV animation superiority is influenced by respondents' income and children's watching time of animation has no effect on it. Finally, monthly income of households, payment amount of web animation, watching time of TV animation, and perception of quality of TV animation have a significant effect on parents' active purchase of character goods. On the other hand, the purchase intention of the recommended goods is influenced by children's age, the parent's perception about the web animation quality, and the payments of the web animation.

• Journal of Broadcast Engineering
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• v.18 no.5
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• pp.749-757
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• 2013

This study aims to find out the influences of user behavior, content characteristics, functional factors and user's perception in cost on user satisfaction and continuous intention in N-Screen service. Web survey was conducted for 498 users who have used N screen service. The results show that the most influential factor contributing to user satisfaction is user interface. VOD diversity, payment system, cost, channel diversity are also meaningful factors. Identifying the critical factors which impact on user satisfaction, this study can provide the basic data for activating OTT service in smart media environment.

• Korean journal of communication and information
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• v.48
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• pp.63-89
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• 2009

The contents provided by the terrestrial broadcasters have governed the market based on their excellent quality in Korea. In spite of the launching of various pay TV services focusing on multi-channel, it is not yet easy to find out the substitutionary pay TV channels for the terrestrial. Therefore, the real time retransmission of the terrestrial channels brings about the crucial effects on the pay TV's competency, especially on the new media as the invisible barrier. So it is frequently proposed to change the aim of the retransmission policy from the universal access to the promotion of media industries. The retransmission can be divided into two types as the must carry and retransmission consent. In Korean situation, keeping or reducing the must carry channel would be appropriate rather than expanding them. However, periodic investigation into the public effects of the must carry is necessary, instead of it. Moreover, the rational and fair monetary compensation for the commercial channels(MBC, SBS, KBS2) is arising as the bottle neck in the retransmission agreements between the broadcasters. The conjoint analysis was carried out to estimate the welfare growth from the retransmission, based on the stated preference from the audiences' point of view. For must carry channels, it was certified as the 'win-win' strategy for both sides and audiences. For the commercial channels, it is revealed to be beneficial to the audiences. Thereafter, the standards for the rational price were suggested to promote the retransmission. This can contribute for inspiring the dynamic vitality to the media industry by reinforcing the contents competencies and for establishing the long term growth strategies.

• Journal of Korea Port Economic Association
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• v.31 no.4
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• pp.1-15
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• 2015

During global recessions, such as the 2008 financial crisis, Korean shipping companies have been undergoing a liquidity crisis that is comparably worse than other shipping companies worldwide. One of the reasons behind this repetitive vicious cycle can be the lack of ability to foresee the future by analyzing and understanding the volatile shipping market. Traditionally, in order to assimilate the shipping market, larger Korean shipping companies have been purchasing market reports published by Europe-based research companies and shipping brokers, leading to a digital divide by company size. To resolve this issue, the Maritime Exchange Information Center (MEIC) has been publishing shipping market reports that include essential shipping information such as freight rates by different routes; commodity trends for iron ore, grain, and coal; ship-building trends for new-building, second-hand, and demolition markets; as well as bunker price and port congestion. This research was conducted to analyze the effectiveness of four variables-information usefulness, market reflection, information composition, and latest information-on information satisfaction. If the information satisfaction was found to be adequate, the analysis of actual proof was used to determine if the customers would be willing to purchase MEIC's report when it is chargeable. All the four variables were found to have positive effects on information satisfaction. In particular, latest information was found to directly affect the intention to purchase. Furthermore, high information satisfaction was related to the intention to purchase.