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1 (JBE Vol. 24, No. 3, May 2019) (Regular Paper) 24 3, (JBE Vol. 24, No. 3, May 2019) ISSN (Online) ISSN (Print) VOD VOD a), b) A Study on the Influence of Cable VOD Key Service Attributes on the Intention to Use Paid VOD Jae Ho Lee a) and Sang Un Lee b) VOD, VOD VOD.,,,. VOD.,,,. Abstract 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. Keyword : VOD, Cable VOD, VOD service attributes, Intention to use Paid VOD a) (Broadcasting & Journalism, Dong-Ah Institute of Media and Arts) b) (Division of Broadcasting Engineering, Dong-Ah Institute of Media and Arts ) Corresponding Author : (Sang Un Lee) sulee@dima.ac.kr Tel: ORCID: Manuscript received April 25, 2019; Revised May 8, 2019; Accepted May 8, Copyright 2016 Korean Institute of Broadcast and Media Engineers. All rights reserved. This is an Open-Access article distributed under the terms of the Creative Commons BY-NC-ND ( which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited and not altered.

2 1 : VOD VOD (Jae Ho Lee et al.: A Study on the Influence of Cable VOD Key Service Attributes on the Intention to Use Paid VOD). (Netflixed). 2013, (Gina Keating), CPND(Contents Plat- form Network Device) OTT(Over The Top) VOD(Video On Demand) SVOD(Subscription VOD), (Broad- casting) Broad- Catching)., TV SVOD,, TV. (2019) 2018, OTT % %, TV., VOD 2017 (16.5%) 11.7%,, VOD [1]., VOD VOD,? 3, VOD, VOD VOD. VOD VOD VOD? VOD VOD VOD VOD? VOD VOD VOD?, VOD. VOD, VOD..,.,.. TV VOD., TV,., VOD

3 (JBE Vol. 24, No. 3, May 2019) VOD., VOD (Technology Acceptance Model, TAM)., VOD [2],,, [3]. VOD [4], VOD [5], VOD [6].,., [7]., VOD, [5]., VOD VOD., TAM, TAM.,,,, VOD U(User Interface)I,, /, 8, 28, VOD TV 500, (computer assisted web interview)., 49,4%(n=247), 50.6%(n=253), %, %, %, %, %. TV 3 16, TV 5, TV. VOD, VOD 38.6%(n=193), VOD 13.6 %(n=68), / VOD 28.4%(n=142), VOD 19.4%(n=97). VOD TV, / VOD VOD VOD VOD. TV.

4 1 : VOD VOD (Jae Ho Lee et al.: A Study on the Influence of Cable VOD Key Service Attributes on the Intention to Use Paid VOD) 2. VOD, 8 28 (< 1> ). VOD, 5 (Likert Scale)., VOD, VOD (n=193) VOD (n= 97), 6 VOD? 5, VOD (n=210) VOD? VOD, (M=3.71, α=.731), (M=3.74, α=.753), (M=3.78, α=.771), (M=3.71, 1. VOD Table 1. Attribute assessment items by paid VOD key service elements Service Elements Content Diversity Convenience of Use Content Price Content usage period Content sharing VOD UI Convenience Advertising/Pr omotion Provide Content Information No. Attribute Assessment Items M SD 1 have a large number of contents There are many kinds of content that I like Content is divided into various categories There are many rare contents that are not elsewhere Various special packages (star/director/movie, etc.) are organized The program is up-loading fast The remote control controls the menu or reacts quickly The VOD shortcut on the remote control makes it easy to select content You can easily purchase VODs from your TV without a set-top box (TV app / cloud UI, etc.) The price per unit is reasonable There are a variety of flat sum system to choose from There are various means of payment (point/mileage, etc.) If you look at paid VOD, you can receive points For the latest movies, the time to download and watch is appropriate It is appropriate to watch the contents of the purchase, such as TV programs/old movies It is possible to connect to other devices other than TV (N screen service is provided) It is possible to connect content that is being watched on a smart phone with TV Easily find the content you want (easy to search) The VOD menu screen is easy to see at a glance You can put together the content that is currently an issue in one place It makes me recommend the content I've always wanted to see When using VOD, I am interested in movie programs advertising that appear on screen Various promotions/events related to VOD are available If you watch a paid VOD, you'll get a coupon If you watch a paid VOD, you have a good chance of winning the prize Detailed view of VOD content information is well provided (preview/relevant information, etc.) When uploading new VOD contents, information is being provided well Content introduction program through VOD guide channel is beneficial

5 (JBE Vol. 24, No. 3, May 2019) α=.789), (M=3.54, α=.816), VOD UI (M=3.65, α=.810), / (M=3.38, α=.817), (M=3.52, α=.797) α=.70,. VOD., (varimax), (eigen value) 1., KMO (Keiser-Meyer-Olkin).944 (Kaiser).60, (Bartlett) p< VOD 28, , % (< 2> )., %. / 4 3 VOD UI 1. VOD VOD VOD,,,, VOD 2. VOD Table 2. Factor analysis of attribute assessment items by paid VOD key service elements Assessment items Factor eigen value variance ratio % % % 9.077% 8.827% cumulative ratio % % % % % KMO measure=.944 Bartlett s test : approximate chi-square= , df=378, p< %. 4 3, 1

6 1 : VOD VOD (Jae Ho Lee et al.: A Study on the Influence of Cable VOD Key Service Attributes on the Intention to Use Paid VOD)., VOD,, VOD,, VOD.. 5, %. 3, VOD UI 1, 1., VOD,, VOD.. 2 VOD UI 1, 9.077%. VOD, UI.. (sharing) 2, VOD UI %., VOD TV., UI,. 2. VOD VOD VOD (n=290) VOD.,,,, 5, 6 VOD, (F=11.838, p<.001, R²=.172). VIF (Variation Inflation Factor), (< 3> ). VOD, 6 VOD (t=6.533, p<.001) (t=-3.032, p<.01) 3. VOD Table 3. Regression analysis for non-experienced people using paid VOD Variables Unstandardized Standardized Collinearity Statistics Coefficients Coefficients t Sig. B Std Error Beta Tolerance VIF information-oriented rational consumption-oriented convenience-oriented service period-oriented content sharing-oriented

7 (JBE Vol. 24, No. 3, May 2019). (β=.354), (β=-.164). 3. VOD VOD VOD (n=210) VOD 5 VOD., (F=9.036, p<.001, R²=.181), (< 4> ) VOD, VOD (t=3.082, p<.01), (t=2.322, p<.05), (t=4.239, p<.001), (t=2.340, p<.05),. (β=.271), (β=.197), (β=.149), (β=.147).. VOD, VOD VOD. VOD, 28,,,,, VOD UI, /, 8, ,,,,, 6 VOD VOD, 3.,,,,,,,., 4. VOD Table 4. Regression analysis for experienced people using paid VOD Variables Unstandardized Standardized Collinearity Statistics Coefficients Coefficients t Sig. B Std Error Beta Tolerance VIF information-oriented rational consumption-oriented convenience-oriented service period-oriented content sharing-oriented

8 1 : VOD VOD (Jae Ho Lee et al.: A Study on the Influence of Cable VOD Key Service Attributes on the Intention to Use Paid VOD) VOD UI,,, VOD.,,. 57%, 5 (15%)., VOD 6 VOD., VOD, VOD VOD., VOD, VOD,. VOD,. 6 VOD VOD, VOD.,,., VOD VOD 4., VOD, VOD TV, UI VOD, N.., VOD. VOD, VOD.,. (References) [1] KCC, 2018 Broadcasting Media Usage Behavior Survey, ISSN X, [2] 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 , 2016, JKCA (accessed Dec. 10, 2018). [3] S. Cho, and H. Kim, Determimants of Purchase Intention for IPTV-VOD Contents, Knowledge Management Research, Vol.16, No.3, pp.41-63, 2015, (accessed Dec. 1, 2018). [4] J. Park, Study on Effects of provided coupons to the VOD content pur-

doi.org/10.20879/kjjcs.2018.62. 3.009 (accessed Dec. 1, 2018). S. Joh, and Y.

9 514 방송공학회논문지 제24권 제3호, 2019년 5월 (JBE Vol. 24, No. 3, May 2019) [5] [6] chase in the interactive TV environment, Master s Thesis of Hongik University, Seoul, Korea, H. Lee, A Study on the Continuance Intention of Broadcasting VOD, Korean Journal of Journalism & Communication Studies, Vol.62, No.3, pp , 2018, (accessed Dec. 1, 2018). S. Joh, and Y. Lee, A Study on Impact of Media Use Characteristics/ Evaluation for Guide Channel on Intention to use VOD provided by [7] Multichannel Service Provider, Journal of Broadcast Engineering, Vol.21, No.2, March 2016, (accessed Oct. 18, 2018). Y. Kim, B. Chang, and S. Nam, The effect of differences between expectations and gratifications on multichannel TV services on consumers intention of continuous use, Journal of Communication Science, Vol.15, No.2, pp.5-45, (accessed Dec. 5, 2018). 저자소개 이재호 - 년 2월 : 성균관대학교 신문방송학과 졸업(학사) 년 2월 : 성균관대학교 신문방송학과 졸업(석사) 년 8월 : 성균관대학교 신문방송학과 졸업(박사) 년 3월 ~ 현재 : 동아방송예술대학교 방송보도제작과 부교수 : 주관심분야 : 뉴미디어정책, 방송콘텐츠산업, 융합서비스 ORCID 이상운 - 년 2월 : 한양대학교 전자공학과 졸업(학사) 년 2월 : 한양대학교 전자공학과 졸업(석사) 년 2월 : 한양대학교 전자공학과 졸업(박사) 년 6월 ~ 2002년 8월 : 삼성전자 책임 연구원 년 9월 ~ 현재 : 동아방송예술대학교 방송기술계열 부교수 : 주관심분야 : 미디어 산업, 미디어 시스템, 미디어 서비스 ORCID

DBPIA-NURIMEDIA

DBPIA-NURIMEDIA The e-business Studies Volume 17, Number 6, December, 30, 2016:237~251 Received: 2016/11/20, Accepted: 2016/12/24 Revised: 2016/12/21, Published: 2016/12/30 [ABSTRACT] Recently, there is an increasing