• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.57-66
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• 2019

This study investigates the factors influencing to users' intention to retain monthly movie subscription VOD service in the Pay-TV. A dual model of a dedication-based mechanism and constraint-based mechanism used as the analytical framework for the service subscription retention. This study surveyed the total of 366 respondents who aged 15 years or older among the subscribers who use monthly movie subscription VOD service in Pay-TV from May 8 to May 14, 2018 through online surveys. And the study used SPSS 25 and AMOS 21 for data analysis. The results of the analysis are as follows. First, the price, the contents diversity and the ease of use were found to affect the user satisfaction. From three components, the price is the most effective and the ease of use is the next. Second, user satisfaction were found to affect the intention to retain a subscription in the dedication-based mechanism. Third, procedural switching cost were found to affect the intention to retain a subscription in the constraint-base mechanism.

• Convergence Security Journal
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• v.17 no.3
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• pp.51-57
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• 2017

VOD service provides an additional revenue for broadcasting companies in addition to the existing subscription fees and advertisement-based revenue. Therefore, each broadcasting company develops its own VOD service and performs frequent improvement work. This leads to the development of new VOD services, so developers are considering ways to effectively handle the frequent development needs. In this background, we conducted an underlying research to apply the feature-oriented analysis model to the development of VOD service. The feature-oriented analysis model used in this study is the Feature-Oriented Domain Analysis (FODA) developed by SEI of Carnegie Mellon University. FODA provides a tool for specifying a feature model of a software domain, based on which developers determine the configuration of a software with customers. This study developed a feature model of the VOD service domain and devised the functionalities and testcases in an integrated manner with the feature model. Additionally, we proposed a VOD service development process utilizing the feature model, function specification, and testcases.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.119-126
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• 2021

Recently OTT video service has grown rapidly and has a negative impact on the growth of pay-TV subscribers. Consequently the substitution of OTT services for pay-TV services will begin. This study explores OTT usage patterns, dividing into three sectors (OTT service use, OTT usage volume, and paid-OTT service use), by considering users' demographice factors, smart device ownership, pay-TV subscription, and bundle service use, by employing the Mediapanel dataset. The results showed that age, income, smartTV usage, market size, cable/satellite subscribers, TV VOD expenses, movie VOD expenses, and mobile bundle use are associated with OTT service use. The results also showed that age, household sizes, tablePC usgage, cable/satellite subscribers, TV VOD expenses, other VOD expenses, and unlimited data plans are associated with OTT usage volume. Lastly the results showed that age, gender, income, tabletPC usage, cable subscribers, other VOD expenses, mobile bundle usage, and unlimited data plans are associated with paid-OTT service use.

• Journal of Digital Contents Society
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• v.18 no.3
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• pp.457-463
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• 2017

VOD service provides an additional revenue model for digital broadcasting companies in addition to the existing subscription fees and advertisement-based revenue models. Therefore, each digital broadcasting company develops its own VOD service and performs frequent improvement work. In this circumstance, the developer is seeking to improve the efficiency of the VOD service development. To address the needs of such developers, this study conducted a basic study to apply the feature-oriented analysis model to the development of VOD services. The feature-oriented analysis model is recognized (through a number of case studies) as an effective tool for analyzing the requirements of softwares with the functions that are interconnected organically. In this paper, we developed a feature model of VOD service and designed the primary functions of each feature and the test-cases that can test the these functions, laying the foundation for developing VOD services based on feature-oriented analysis model.

• 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.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.7
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• pp.26-32
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• 2017

VOD (Video-On Demand) Services are considered to be one of the most successful data broadcasting services, along with Electronic Program Guides (EPGs). In particular, VOD services provide supplementary revenue for broadcasting companies in addition to the existing subscription fees and advertisement-based revenue. Therefore, each broadcasting company has developed its own VOD service and constantly seeks to improve it. This leads to the development of new VOD services, so developers are considering ways to effectively handle the frequent development needs. In this background, we conducted underlying research to apply the feature-oriented analysis model to the development of VOD services. The feature-oriented analysis model used in this study is the Feature-Oriented Domain Analysis (FODA) one developed by SEI of Carnegie Mellon University. FODA provides a tool for specifying the feature model of a software domain, based on which the developers can determine the configuration of the software with the customers. This study developed a feature model of the VOD service domain and devised the functionalities and test cases in an integrated manner with the feature model. Additionally, we proposed a VOD service development process utilizing the feature model, function specification, and test cases.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.4
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• pp.55-65
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• 2021

The purpose of this paper is to present the Over-The-Top (OTT) platforms' strategies for two-sided markets. For this, we examine six strategic factors influencing OTT's success in Korea. The analysis reveals, among six OTTs, Netflix utilizes five strategic factors except the same-side network effects. OTTs from pay TV operators and channel providers tend to block the cross-side network effects on the opponent OTTs, because they think their giveaway to content providers is in vein, if the invested content by them would be consumed on opponent rival platforms. Interesting is that after experiencing a negative association between the market entry of Netflix and the subscription revenue growth rate of pay TV services, pay TV operators utilize the same-side network effects by offering hybrid services in partnership with global OTTs like Netflix, Disney+ which are considered as a complementary OTT. In conclusion, it is suggested to target a new connected TV based OTT service offering with collaboration with Korean TV device manufacturers for Korean OTTs' global strategy, because Netflix-like global market expansion is not easy for them to cover their content cost.