IPTV 서비스의 지속적 사용에 대한 실증 분석 연구

• 영문명: An Empirical Study on Consumer's Continued Use of IPTV Service
• 발행기관: 한국IT서비스학회
• 저자명: 김정(Jing Jin) 이동원(Dongwon Lee)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제8권 제1호, 11~27쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2009.03.31

영문 초록

Recently, IPTV attracts great attention along with the digital convergence of communication and media technologies. This study examined critical factors on the consumer's continued use of the IPTV service. Based on the expectation-confirmation theory and the innovation diffusion theory, we derived nine key factors in the research model-relative advantage, compatibility, ease of use, image, diversity of contents, interactivity, monetary value, social influence, and user satisfaction. Using the partial least square method. we found that content diversity and compatibility have a significant indirect effect on the continued use of the IPTV service via user satisfaction, and user satisfaction and social influence also have a significant direct impact on the IPTV use. These findings not only provide practical insights on the consumer acceptance of new technology-converging services, but also help managers to plan their marketing strategies better.

키워드

Continuance Behavior Digital Convergence Innovation and Diffusion IPTV Service Post-Adoption