• Korean journal of communication and information
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• v.46
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• pp.9-36
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• 2009

In a competitive media environment, Internet Protocol television (IPTV) has gained appeal because of its essential characteristics, 'Internet and Interactivity'. Our study aims to explore predictors that affect IPTV-VOD adoption within the context of competing media (i.e., existing multi-channel video programming services, such as cable television and digital broadcasting satellite services). In addition, this study examines if IPTV-VOD functions as a substitute for existing multi-channel services, such as cable television and direct broadcasting satellite services. A self-report survey through face-to-face interviews was conducted in Seoul metropolitan area and other six big cities. Our findings showed that primary factors for adopting an IPTV-VOD are: age of user, subjective importance of terrestial broadcasting services, real-time terrestrial broadcasting services, and other interactive service characteristics, such as time-shifting. Also, IPTV-VOD services were found to be a substitute for existing multi-channel video programming services.

• Journal of The Korean Association of Information Education
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• v.19 no.4
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• pp.419-430
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• 2015

This paper provides a database about the IPTV VOD usage behavior of children as well as mother's perception at home. We analyzed the correlation of mother's background with IPTV VOD using time of children through a survey. We analyzed how does the mother's background influences usage time of IPTV VOD for children through a survey. The survey was conducted by 500 mothers who have two to seven years old children with IPTV users in Korea. Compilation of the data reveals that 1) 36.6% of the children have watched IPTV VOD for the first time at two years old, 93.4% have encountered by family members among them. 40.8% of users have played IPTV VOD for children four days a week and the main genre was the animation. 2) The main reason for watching VOD was by the needs of their children, but the 66% of mothers concern for an excessive level of watching. 3) educational background of mother and monthly house income were significantly correlated with the usage time of IPTV VOD for children.

• Journal of Digital Convergence
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• v.14 no.2
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• pp.123-130
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• 2016

This study was done to find out what is a factors affecting VOD advertising in IPTV. To this end, the location form of the Pre-play and program insert ad in IPTV was prepared to compare the test stimuli. And the experiment was conducted. The results were as follows. First, attention to ad and commitment of program had a significant impact on VOD advertising attitude. On the other hand, the program viewing satisfaction had no significant effect. Second, the attention to ads had a significant effect on the purchase intention on advertised products in VOD. Third, attitudes to ad and purchase intention between the Pre-Play and program insert ads positions, did not have a significant difference. Accordingly, it concludes that current Pre-play advertising strategy is effective. It is also expected to help establish a strategy that is able to effectively show VOD ads in IPTV to consumers in the future.

• The Journal of the Convergence on Culture Technology
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• v.8 no.5
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• pp.507-513
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• 2022

This study developed a model for predicting the number of VOD uses of IPTV, an online market in the film industry. A machine learning-based prediction model was established using the VOD usage data collected by the Korean Film Council from 2017 to 2021. Through literature research and cluster analysis, the difference between the offline market and the online market is revealed, and a new category of VOD usage is proposed. The purpose is to help IPTV companies establish marketing strategies as well as support decision-making by developing a machine learning-based VOD usage prediction model.

• Journal of Digital Contents Society
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• v.15 no.5
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• pp.643-650
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• 2014

This study deals with the effects of the extension of terrestrial TV VOD holdback on the viewing behavior focusing on IPTV & digital cable TV. And this study presents the implication by analyzing a time series trend of the digital media service. Thus researcher has analyzed the VOD performance trend of IPTV & digital cable TV, based on the real data of media player's internal fact sheet. First, researcher confirmed that the repetition of the peak value goes to January and August seasonally. Also, it was confirmed that the viewing rate of terrestrial broadcasting companies is affected by the hit drama program. And researcher confirmed that the terrestrial VOD, movie and kids VOD, and terrestrial VOD purchases is falling down by analyzing a time series relationship. Terrestrial broadcasting companies did an extension of the holdback for the purpose of trying to increase the viewership of the broadcast, but it was confirmed that it was reduced both purchasing desire VOD viewing and viewing of the broadcast audience rather. Thus the researcher expect the customer familiar policy of media players in the future.

• Knowledge Management Research
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• v.16 no.3
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• pp.41-63
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• 2015

This paper investigated main determinants of purchase intention for VOD contents by employing an extended technology acceptance model. The findings showed that 'user activeness' is the critical external variable influencing five perceived belief variables, namely perceived usefulness, perceived playfulness, perceived quality, perceived complexity and perceived cost. Regarding consumer satisfaction for free VOD service, it had no direct effect but indirect effect on the purchase behavior, meaning that the satisfaction causes purchase intention for VOD contents via the cognitive attitude. Also, the moderating e!ect of use experience on the relationship between the belief variables and the purchase intention was confirmed. Users with much experience showed a higher perception for usefulness and quality, whereas users with less experience placed a higher value on the hedonic factors and costs. In contrast to previous studies on IPTV that mainly focused on determinant of IPTV subscription, this paper analyzed VOD that is a killer application of IPTV in identification of key factors for the acceptance. The findings provide IPTV operators some strategies to create customer value and improve profitability.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.142-150
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• 2015

This study examines the effect of changes in the content distribution strategy on VOD usage by comparing the VOD usage pattern following the changes in the IPTV and Digital Cable SVOD holdback policy. The result of this study shows that after changing the SVOD holdback from one week to three weeks, the VOD usage decreased up to 50 percent while paid VOD revenue increased as a result of the rise in PPM. The time series analysis shows statistical decrease in the number of SVOD usage, SVOD usage per user, and PPV revenue per user while VOD revenue per user increased significantly. Moreover, SVOD usage within the drama genres such as mini-series, weekend series, weekend special series, and sitcom decreased significantly. This research provides a case study on the effect of the broadcaster's content distribution policy on the VOD user behavior thus proposing broadcasters and platform operators the ways of establishing distribution strategy as well as invigorating the VOD usage.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.467-475
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• 2020

As the growth rate of IPTV VOD usage increases it is necessary to analyze VOD usage patterns systematically. This study divides VOD users into free VOD and paid VOD users, then explores how VOD usage motivations, usage patterns, and demographic factors affect the differences between two groups. The results show that social motivation, VOD satisfaction, using content after the holdback expiration, an intention to pay for ad-skip, the proportion of VOD usage, a VOD give-up experience, TV usage time, and SVOD usage time, are statistically significant. Except the VOD satisfaction factor, all of the factors analyzed are more likely to expect paid VOD users. Additionally this study found paid VOD users are more likely to use a SVOD service as an alternative one compared with free VOD users.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.447-465
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• 2016

This paper investigated main determinants of paid-VOD user satisfaction and re-purchasing intention in IPTV platform. The findings showed that 'perceived system quality' was the significant antecedent variable influencing 'perceived usefulness' and 'perceived cost'. Meanwhile, 'perceived content quality' had the insignificant effect on 'perceived cost, while strongly and positively affecting 'perceived playfulness'. Regarding the relative size effect on the relationship between the belief variables and re-purchasing intention, content quality, cost, usefulness and playfulness were higher in the order, implying that functional benefits, like price and quality is the most crucial factor facilitating re-purchasing paid-VOD. Likewise, several variables associated with user characteristics and situation were employed as moderating variables to examine their impact on the process of formation of belief, satisfaction and intention. We found that there were distinct differences in value cognition and satisfaction level among users, depending on IPTV acceptance period, paid-VOD purchasing frequency, age and income level.

• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.153-167
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• 2015

This paper empirically analyzes specific characteristics of VOD users and their practical viewing patterns, using socio-demographic data of the current IPTV subscribers in combination with actual data of genre usage and payment. The findings revealed active viewing patterns of male, the unemployed, high earners and early adopters. In terms of preferences, households with large numbers of women prefer time shift contents, whereas households composed of more men or preschoolers prefer non-time shift contents. Likewise, the households that have more women or higher income had relatively a lot of experiences of purchasing time shift contents on one hand, but the households characterized by the larger numbers of family members or unemployed householder or young householder showed much willingness to pay premium contents on the other hand. Given the utilization of correct database, the findings offer useful information conducive to service promotion and marketing strategies to maximize VOD use in the practical dimension.