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A Study on the Influence of Cable VOD Key Service Attributes on the Intention to Use Paid VOD
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케이블VOD 주요 서비스 속성이 유료VOD 이용 의향에 미치는 영향 연구

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Type
Academic journal
Author
Jae Ho Lee (동아방송예술대학교) Sang Un Lee (동아방송예술대학교)
Journal
The Korean Society Of Broad Engineers JOURNAL OF BROADCAST ENGINEERING Vol.24 No.3 KCI Accredited Journals
Published
2019.5
Pages
506 - 514 (9page)

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A Study on the Influence of Cable VOD Key Service Attributes on the Intention to Use Paid VOD
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Abstract· Keywords

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This study classified the different types of service attributes being provided through cable VOD services and looked at how the key service attribute types affect the willingness to use paid VOD for each group of paid and non-experienced users. Studies have shown that for a group of non-experienced people, "content information-oriented attributes" have the greatest impact, and for a group of experienced people, "convenience-oriented attributes" have the greatest impact. Thus, expanding users of paid VOD services requires setting up step-by-step strategies that match their respective collective characteristics. For a group of non-experienced people, it is necessary to take a direct persuasion strategy through the provision of relevant information and an indirect approach strategy through the expansion of promotion opportunities, and for an experienced group, a strategy to expand functional convenience.
#VOD #Cable VOD #VOD service attributes #Intention to use Paid VOD

Contents

요약
Abstract
Ⅰ. 문제제기 및 연구문제
Ⅱ. 선행연구의 검토
Ⅲ. 연구방법
Ⅳ. 연구결과
Ⅴ. 결론 및 논의
참고문헌 (References)

References (7)

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KCC, 2018 Broadcasting Media Usage Behavior Survey, ISSN 2005-498X, 2019. google schola S. Cho, and H. Kim, “Determinants of Paid-VOD Re-Purchasing Intention in IPTV Platform,” Journal of the Korea contents association, Vol.16, No.3, pp.447-465, 2016, http://dx.doi.org/10.5392/ JKCA. 2016.16.03.447 (accessed Dec. 10, 2018). Crossref S. Cho, and H. Kim, “Determimants of Purchase Intention for IPTV-VOD Contents,” Knowledge Management Research, Vol.16, No.3, pp.41-63, 2015, http://dx.doi.org/10.15813/kmr.2015.16.2.003 (accessed Dec. 1, 2018). Crossref J. Park, Study on Effects of provided coupons to the VOD content purchase in the interactive TV environment, Master’s Thesis of Hongik University, Seoul, Korea, 2016. google schola H. Lee, “A Study on the Continuance Intention of Broadcasting VOD,” Korean Journal of Journalism & Communication Studies, Vol.62, No.3, pp.246-274, 2018, http://dx.doi.org/10.20879/kjjcs.2018.62. 3.009 (accessed Dec. 1, 2018). Crossref

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UCI(KEPA) : I410-ECN-0101-2019-567-000695540