. 2009. 9. 30 : : ( ) : ( )

1 5 1 21 1 21 2 23 2 25 1 25 2 27 1. 27 2. SO 28 3. 29 4. 31 3 34 1. 34 2. 35 3 41 1 41 1. 41 2. 44 2 45 1. 45 2. 48

2 3 52 1. 52 2. 54 4 55 1 55 1. 55 2. 56 3. 57 2 60 1. 60 2. (Task-Technology Fit) 61 3. 64 3 71 1. 72 2. 76 4 78 1. 78 2. TV,, 86 5 97 5 99 101

3 3 1 45 3 2 46 3 3 47 3 4 48 3 5 SO 49 3 6 50 3 7 50 3 8 51 3 9 53 4 1 77 4 2 3 84 4 3 85 4 4 88 4 5 90 4 6 91 4 7 94 4 8 e- 95 4 9 e- 96

4 1 1 22 2 1 (Wirtz, 2001) 35 2 2 (Wirtz, 2001) 36 3 1 42 4 1 (TTF) 62 4 2 PDA 63 4 3 64 4 4 65 4 5 68 4 6 69 4 7 () 70 4 8 e- 71

5 (, 2008). (Saxtoft, 2008).,., B2B, B2C,, (driver). (Rim et al., 2009). 1 IPTV...

6. 1....,, (Swang and Han, 2005).

7. IPTV VOD(Video on Demand),,,,, (Bouwman et al., 2008).. (Swang and Han, 2007). TV.., DMB,,, 3PS(Triple-Play-Service) CATV IPTV. Wirtz(2001) 1.,. 2.

8 1 CATV CATV DMB IPTV

9.. 3PS, 4PS.,.. PC TV SO. HD TV,,., SO,,.., 2. IPTV. IPTV SO CATV, Skylife. PP(Program Provider). IPTV (critical mass),,,,,

10 2 TV CATV Skylife DMB DMB IPTV,,, HD,, 3PS,, 3PS FTTH HD,,,, PC TV (, ) TV TV,, (SO),, (SO),,,,,,, 3PS,,, 3PS, 4PS,, (IPTV),, FTTH,, 3PS, 4PS,,

11. IPTV 3PS, 4PS. 3PS, 4PS. PP. 3. CATV. (Pil and Holweg, 2006).,,... / e-

12 3 TV CATV DMB DMB IPTV PP, PP, PP, PP, PP,, PP,, PP, PP, H M L H M L, 3PS H L M,,,,, 3PS, 4PS H L M H M M H M L H H L H H L (TTF, Task-Technology Fit) (Goodhue and Thompson, 1986; Venkatraman, 1989). (driver) Simchi-Levi et al.(2008) (Media Richness Theory) (Daft and Lengal, 1986; Ngweneyama and Lee, 1997). 2, TV,,, e-. (Fit) (construct) (Rogers, 2003; Lee et al, 2007; Junglas et al., 2009)

13 (assurance), (convenience), (interactivity), (compatibility) 4. 2 TV,,, e-. (Figueiredo, 2000), e-. Likert 5. 100

14 63. (step-wise regression) 4. 4 3 fit attributes TV Quality Assurance.418***.201* Convenience.261**.336*** Interactivity.229** Compatibility.344***.406***.400*** R-square.392.467.502 fit attributes ( ) TV Quality Assurance.207**.166***.253*** Convenience.243*** Interactivity.282***.173**.176** Compatibility.433***.631***.309*** R-square.603.702.659 fit attributes e- TV Quality Assurance.312***.287***.260*** Convenience.188**.203**.212** Interactivity.274***.281***.288*** Compatibility.245***.221***.230*** R-square.610.614.583

15 (compatibility). IPTV... e- e-.,, e- TV,, ANOVA. Duncan 5. TV. TV. 5 3 Fit Attributes ( ) TV (1) (2) (3) Quality Assurance 2.92 2.93 3.16 (1, 2, 3) Convenience 2.34 3.90 3.32 (1), (3), (2) Interactivity 2.60 3.40 3.16 (1), (3, 2) Compatibility 2.39 3.43 2.92 (1), (3), (2) Preference 2.17 3.34 3.07 (1), (3, 2)

16 Fit Attributes ( ) ( ) TV (1) (2) (3) Quality Assurance 2.89 3.16 3.16 3.28 (1, 2), (2, 3) Convenience 2.61 3.83 3.34 (1), (3), (2) Interactivity 2.60 3.83 3.38 (1), (3), (2) Compatibility 2.38 3.65 3.37 (1), (3), (2) Preference 2.38 3.65 3.37 (1), (3, 2) Fit Attributes ( ) e- TV (1) (2) (3) Quality Assurance 2.98 3.69 3.78 (1), (2, 3) Convenience 2.39 4.17 3.92 (1), (3, 2) Interactivity 2.28 3.77 3.45 (1), (3, 2) Compatibility 2.53 3.80 3.47 (1), (3, 2) Preference 2.57 3.95 3.68 (1), (3, 2),, e- IPTV. Wirtz(2001),,,.,,, (IPTV),.

17 3PS, 4PS... P1:. P2:. P3:. P4:. P5: (critical mass).,. GPT(General Purpose Technology)

18, e-.. Simchi-Levi et al.(2008) (driver). TV,,,, e-. (compatibility),, /, e- (fit).. TV,, TV. TV. TV., IPTV

19.. G4C, G4B IPTV..,,,. G4B, G4C.

1 21 1 1 (, 2008). (Saxtoft, 2008).,., B2B, B2C,, (driver). GPT(General Purpose Technology),, e-. (Rim et al., 2009).

22... 1 1 1 1 IPTV.,, (agent).

1 23 2 3,, (Turban et al., 2008)... (driver) Wirtz(2001), (Wirtz, 2001).....,, (Swang and Han, 2005).. IPTV VOD(Video on Demand),,,,, (Bouwman et al., 2008)..

24 (Swang & Han, 2007). TV. (Driver) Simchi-Levi et al.(2008)..,,,,,,,, IPTV...

2 25 2 1 (convergence)., (GPT, General Purpose Technology)..,,,, BcN(Broadband convergence Network), NGcN(Next Generation convergence Network), IP.,,,.,,, (M&A). PC,, TV, IPTV, IP, DMB.,, (PC TV).,,,.,

26. DMB TV IPTV.,,.,,,,,, TV, (one-stop, total service).. PC TV PC, TV,.,...,. 송과통신의융합현상은디지털기술및인터넷의발전으로인해더욱가속화추세에있다.

2 27. Skylife DMB, TV DMC(Digital Media Center). DMC (SO, System Operator) (VOD, Video-on-Demand), VoIP(Voice over Internet Protocol), TV TV (MSO, Multiple System Operator) DMC.. 2 방송통신 합과관련된산업분류에대한중요성이널리인식되어있음에도불구하고, 아직까지융합과서비스분류에대한정의와개념은명확하지않다. 이는 통신융합의개념이학문적이론에의해도출된것이아니라, 기술발전및통합된서비스에대한소비자의 구, 사업자의신규사업모델개발등통신과방송산업전반에걸친환경변화로부터도출된것이기때문이다. 기술발전과소비자의수요다양화로인해새로운통신, 방송융합서비스가 재까지일반화된서비스를바탕으로이를구분하면다음과같다. 1.. + TV. PC TV

28..,, TV. 2001 200, 2003 500 1999 12 173, 2000 12 911. 2001 948, 2003 2,365 2005 $28 2005 $20, 2005 $14.7. 2007 $3,589 (, 2008). 2. SO. DMC CATV TV, VoIP. (SO 40 ). DMC CATV SO,, TV,, TV.. (Interactive) TV(, 2008) TV DMC CATV,,,,, TV

2 29. (On-Demand) TV, PVR(Private Video Recorder), EPG (Electronic Program Guide), T-commerce. TV true VOD, NVOD (Network VOD), PPV(Pay-per-View) 2000 35.5 2005 175. PVR TV TiVo, Replay TV, Ultimate TV, Sky plus PVR STB(Set-Top Box). EPG TV 98 BSkyB TV EPG,, PPV. T-commerce 99 TV,,,,,. 3.. (Skylife), HDTV 140. HD CATV CATV,. Skylife.

30. DMB DMB DMB DMB. DMB,,,.,.,. DMB.,, TV PDA., TV PDA,. DMB. TV. DMB DMB..

2 31 4.. IPTV IPTV(Internet Protocol Television) IP(Internet Protocol) TV. IPTV TV, VOD(video on demand), TPS(triple play service), VoIP(voice over IP), /. IPTV IPTV, ADSL TV,.. IPTV IPTV (Altgeld & Zeeman, 2007;, 2008). TV (TV service): TV.,,,. VOD(voice over demand):.. VCR, DVD play, pause, fast forward. (personal video recorder, PVR): PVR. PVR(network personal video recorder, NPVR): NPVR PVR. VCR

32. (EPG). (electronic program guide, EPG):.. (information service):,,, (,, ) TV, itext. TV(interactive TV): IP back channel TV. TV,,,. TV. (interactive applications): TV. TV,,, TV. IPTV back channel TV IPTV. (broadband applications):, e-learning, IPTV lean-back lean-forward.. IPTV IPTV 300 Free, Orange TV, Neuf Cegetel, Festweb, Belgacom, PCCW. 2007 1,430 IPTV 2011 6,360 (MRG Inc, 2007).

2 33 IPTV Free 2007 FTTH TPS 29.99 2007 6, 262 Orange TV Neuf Cegetel 2007 12, 115, 75. Festweb 2001 IPTV VOD 2007 3, 19 Belgacom 2005 6, IPTV 2007 6, 33,000. Telefonica 2007 12, 50 (, 2008). Verizon 2007 12, 94 AT&T 23. IPTV PCCW 2003 10 20 2007 6, 81. 2007, 85 NTT Softbank Yahoo Japan TV Bank.. IPTV TV, TV, CATV, DMB, DMB, IPTV IPTV,,. 2006 8 16 IPTV. 2006 9, IPTV IPTV, KT C-Cube. IPTV 2006 11 12 2 12 450.

34 IPTV. 2007 12 28, IPTV IPTV 2008 MB, IPTV. 2008 9, KT SK LG 3 IPTV 2009 1, IPTV. IPTV IPTV KT. KT 100Mbps 2010 FTTH(Fiber to the Home) IPTV. IPTV IPTV TV. SK PP(program provider) LG IPTV. 100Mbps IPTV. 3 1. Wirtz(2001),, 3 (governance). 2 1,,.

2 35 2 1 (Wirtz, 2001) 2.,,,..,,...

36,..,,,. 2 2,,,. (re-bundling).,,. 2 2 (Wirtz, 2001)

2 37,,, /, /,, (access) (connectivity), /. /......... MP3... ISP

38 (Internet Service Provider)...... /. (aggregation) (matching). (re-intermediation). B2B B2C 3 e-,.... e-,,

2 39.,,. VOD,,..,,....,.,...,,.

40..

3 41 3 1 1. 3 1. 3 1 a) TV. b) SO. a) b). a) c) ADSL PC. TV. SO b) TV PC d). e) SO. f) Skylife.

42 3 1 a) b) CATV c) d) e) CATV f) g) h) DMB i) IPTV

3 43. g) Nate h) DMB.. i) IPTV. IPTV FTTH IPTV. IPTV. (value proposition).,, (reciprocal). ADSL, FTTH 3G 4G. TV, TV, TV, PC PC.. SO DMB..

44 2. SO TV (MSO). MSO.. PC TV. FM ( : KBS1FM ). 3G M&A..,. 2004 DMB. DMB

3 45. 2 1. 3 1 TV SO DMC CATV TV DMB DMB IPTV,, VOD,,,, DMB,,,,, PC PC,, HD,,.. 3 1

46... 3 2 SO TV DMC CATV TV DMB DMB IPTV FTTH,,,, 3PS,,, 3PS,,,, 4PS. 3 2 3PS, 4PS.,

3 47. 3 3 TV PC PC TV SO DMC CATV TV TV.,,, TV TV TV. TV DMB DMB IPTV,,,, TV, HD TV,,. 3 3. PC TV SO. HD TV,,.

48., VoIP,, IPTV. 2..,.. TV, PC. 3 4. 3 4 TV PC,,,,

3 49 3 5 SO DMC CATV,,, 3PS, TV (, ),, (SO),,,, 3PS. SO 3 5 CATV TV, 3PS.. SO DMC CATV, TV, 3PS. DMB DMB. 3 6.. IPTV

50. 3 7 CATV Skylife. PP(Program Provider). 3 6 Skylife DMB DMB HD,, 3PS TV, (SO),,,, 3PS, 4PS 3 7 IPTV HD,,,, FTTH TV, (IPTV), FTTH,,,,,, 3PS, 4PS

3 51,,,,. IPTV 3PS, 4PS., 3 8. 3 8 TV CATV Skylife DMB DMB,,, 3PS,, PC TV (, ) HD, TV, 3PS,, (SO),, (SO),,,,,,, 3PS,,, 3PS, 4PS

52 IPTV HD,,,, FTTH TV, (IPTV), FTTH,,,,,, 3PS, 4PS 3 1. 3PS, 4PS.,,. PP. 3 9.

3 53 3 9 TV CATV DMB DMB IPTV PP, PP, PP, PP, PP,, PP,, PP, PP, H M L H M L, 3PS H L M,,,,, 3PS, 4PS H L M H M M H M L H H L H H L CATV. (Pil & Holweg, 2006).,,.

54 2. 3PS, 4PS... P1:. P2:. P3:. P4:. P5: (critical mass).,.

4 55 4 1 1.... e-....

56.. e-,,. 2... Wirtz(2001)..,,,. TV e-...

4 57 3.. 2003 TV TV,. 2001 29.5% 2008 20 2 (, 2008).. CRM TV VoIP.. 2007 e- 2006 1 6,133 7.1%, 2004. e- (,, ) 2007 e- 1 7,270 6.8%. 2 e- 35.0% ( TV TV) 34.1% e- (,, 2008).

58 e- e- e-. VoIP.. 2007 26.6% M&A M&A. (19%), (17%), (13%) 5 73% (, 2007). IPTV... 2007 5,300, 650, 29, 33, 2007 6,, PDA. 2007 12 1 7,000 59.8% 592 2003 61 10

4 59 (, 2008). TV KT, SK, LG IPTV.. ABI Research 2007 2013 50. Gartner 2004 638 2010 1,620 19%. IT.,,, VoIP, IPTV. IPTV,, HDD, PVR IP DVDR,, Home Media Center. IPTV,, u-.

60 2 1. B2B, B2C, G2C,,,.,.. (GPT, General Purpose Technology) FTTH.. (TTF, Task-Technology). TV.

4 61. TV,, Daft & Lengel(1984) Ngweneyama & Lee(1997) (Media or Information Richness Theory). 2. (Task-Technology Fit) TTF (fit) (fit) (contingency theory). Venkatraman(1989) (moderation), (mediation), (matching), (profile) 6.,, (Lawrence & Lorsch, 1967). Venkatraman(1989) 8 (profile) Goodhue & Thomson(1995). Goodhue & Thomson(1995) 4 1 (TAM, Technology Acceptance Model) (utilization) (belief) (attitude). (non-routineness), (interdependence), (job title). 8 (,,,

62,,, ). 4 1 (TTF), TAM,. TAM...

4 63. Lee et al.(2007) PDA.. 4 2. 4 2 PDA Junglas et al.(2009). 4 3. Goodhue & Thomson(1995) 8.

64 4 3 3. TV ( ) e- 3 TV 3. HD TV TV IPTV.,,. 4 4, TV,,, e-

4 65. (operationalize). 4 4 TV. IPTV. 3PS 4PS. 4 4. (fit) (construct) e-, TV, ( + TV) e- (Quality Assurance), (Convenience),

66 (Interactivity), (Compatibility) 4. (Figueiredo, 2000). (Choi et al., 1997). Figueiredo(2000).. (dual channel) (Steinfield, 2002).., TV, ( : IPTV) HD. TV, IPTV. (Economics of Information: EoI) (Biswas, 2004).. (search convenience).

4 67 TAM (EOU, Ease of Use) Devaraj et al.(2002). TV, (construct) (choice convenience). TV e-. TV. IPTV. (Interactivity). Rogers(2003),,,,, 5... (Moore & Benbasat, 1991).,,.., TV (compatibility).

68.,. (Choi et al., 1997). Figueiredo 4 5 4,. Commodity. Commodity,,., Commodity. 4 5 Quasi-Commodity,, CD,. Commodity. Quasi-Commodity.,

4 69..,,,,,. Look and feel...,,. Look and Feel,.,, Look and Feel. 4 6

70 4 6, TV,. Quasi-Commodity, Look & Feel Good, Look & Feel with Variable Quality Commodity..,,,,..,,. 4 7. 4 7 ()

4 71. e- e-, e-,,, 4 8. 4 8 e- 3.

72. Likert 5.. 100 63.. 1., ( : ), 3. 1) TV, 2) PC, 3) 100M (Optical LAN) ( : QooK IPTV ) HD TV TV 100M + α( : TV ). 5 ( ). (.) (.) )

4 73.. 3 3. 1.1, TV ( TV ) (PC ) (HD TV ) 1.2, TV ( TV ) (PC ) (HD TV ) 1.3 ( ), TV ( TV ) (PC ) (HD TV ) 1.4 (), TV ( TV ) (PC ) (HD TV )

74 1.5, TV ( TV ) (PC ) (HD TV ). 3 3.,, ( : ). 2.1 ( ) () TV ( TV ) (PC ) (HD TV ) 2.2 () TV ( TV ) (PC ) (HD TV ) 2.3 ( ) () TV ( TV ) (PC ) (HD TV )

4 75 2.4 () () TV ( TV ) (PC ) (HD TV ) 2.5 () TV ( TV ) (PC ) (HD TV ). 3 3. 3.1 ( ),, TV( : EBS) ( TV ) e (PC ) e (HD TV ) 3.2 ( ),, TV( : EBS) ( TV ) e (PC ) e (HD TV )

76 3.3 ( ),, TV( : EBS) ( TV ) e (PC ) e (HD TV ) 3.4 (),, TV( : EBS) ( TV ) e (PC ) e (HD TV ) 3.5,, TV( : EBS) ( TV ) e (PC ) e (HD TV ) 2.,, e- 4 1.,, e- TV (PRE10), (PRE20), (PRE30).,,,

4 77 TV QUA10, CON10, INT10, COM10 QUA20, CON20, INT20, COM20 QUA30, CON30, INT30, COM30., 3. ( ) ( ),, e-,,. 4 1 TV Quality, QUA13 QUA23 QUA33 QUA10 QUA20 QUA30 Convenience, CON13 CON23 CON33 CON10 CON20 CON30 Interactivity, INT13 INT23 INT33 INT10 INT20 INT30 Compatibility, COM13 COM23 COM33 COM10 COM20 COM30 Preference, PRE13 PRE23 PRE33 PRE10 PRE20 PRE30

78,,, e- Look & Feel with Variable Quality,, PRE13, PRE23, PRE33 TV QUA13, CON13, INT13, COM13 QUA23, CON23, INT23, COM23, QUA33, CON33, INT33, COM33. 4 1, e-. 4 1. TV,,, e- (step-wise regression)., e-,, 4 2., e- ( ), ( ), e-(, )

4 79.... TV,,. TV : PRE10 = 0.347 + 0.418QUA10 + 0.344COM10 : PRE20 = 0.479 + + 0.261CON20 + 0.229INT20 + 0.406COM20 : PRE30 = 0.183 + 0.201QUA30 + 0.336CON30 + + 0.400COM30 TV TV. TV. TV.. IPTV TV PC

80. 3 (Compatibility).,. IPTV TV. R 2 0.392, 0.467, 0.502 TV R 2 TV. TV., TV,,. TV : PRE10 = 0.533 + 0.278INT10 + 0.418COM10 : PRE20 = 0.296 + 0.218CON20 + 0.186INT20 + 0.421COM20 : PRE30 = 0.260 + 0.394CON30 + 0.481COM30. TV.

4 81... R 2.310,.412,.497.. TV,,. TV : PRE10 = 0.086 + 0.282INT20 + 0.433COM10 : PRE20 = 0.279 + 0.166QUA20 + 0.173INT20 + 0.631COM20 : PRE30 = 0.102 + 0.253QUA30 + 0.243CON30 + 0.176INT30 + 0.309COM30 0.631,,,.. PC

82. 3 R 2 0.573, 0.681, 0.693. IPTV. TV,,. TV : PRE10 = 0.086 + 0.345CON10 + 0.177INT20 + 0.350COM10 : PRE20 = 0.279 + 0.256CON20 + 0.168INT20 + 0.496COM20 : PRE30 = 0.199 + 0.142QUA30 + 0.478CON30 + 0.333COM30 TV. TV 0.142(p 0.05).. R 2.693 R 2.659. TV R 2.573.681.

4 83 R 2.603.702 R 2 R 2.. e- e- e- TV,,. TV : PRE10 = 0.036 + 0.312QUA10 + 0.188CON10 + 0.274INT10 + 0.245COM10 : PRE20 = 0.122 + 0.287QUA20 + 0.203CON20 + 0.281INT20 + 0.221COM20 : PRE30 = 0.371 + 0.260QUA30 + 0.212CON30 + 0.288INT30 + 0.230COM30 e-,,,. R 2 0.567, 0.612, 0.523 PC. e-. IPTV. e-, e- TV,

84,. TV : PRE10 = 0.006 + 0.223QUA10 + 0.242CON10 + 0.267INT10 + 0.251COM10 : PRE20 = 0.186 + 0.284QUA20 + 0.190CON20 + 0.224INT20 + 0.271COM20 : PRE30 = 0.569 + 0.331QUA30 + 0.314INT30 + 0.299COM30. e-. e- TV e- TV.. IPTV e-. 4 2 3 fit attributes TV Quality Assurance.418***.201* Convenience.261**.336*** Interactivity.229** Compatibility.344***.406***.400*** R-square.392.467.502

4 85 fit attributes ( ) TV Quality Assurance.207**.166***.253*** Convenience.243*** Interactivity.282***.173**.176** Compatibility.433***.631***.309*** R-square.603.702.659 fit attributes e- TV Quality Assurance.312***.287***.260*** Convenience.188**.203**.212** Interactivity.274***.281***.288*** Compatibility.245***.221***.230*** R-square.610.614.583 4 3 fit attributes TV Quality Assurance Convenience.218**.394*** Interactivity.278***.186** Compatibility.418***.421***.481*** R-square.310.412.497 fit attributes ( ) TV Quality Assurance.142** Convenience.345***.256***.478*** Interactivity.177**.168** Compatibility.350***.496***.333*** R-square.573.681.693

86 fit attributes e- TV Quality Assurance.223***.284***.331*** Convenience.242***.190** Interactivity.267***.224***.314*** Compatibility.251***.271***.299*** R-square.567.612.523 2. TV,,,, e- TV,, ANOVA. Duncan.. TV,, ANOVA Duncan 4 4. ANOVA,,. TV (: 2.17) (: 3.07) (: 3.34). Duncan. 4 4 TV

4 87,. TV.,, TV... TV. TV,,. TV,, 2.92, 2.93, 3.16. TV TV PC LCD. 3.16. TV (2.60), (3.16), (3.40). TV

88. 4 4 QUA CON INT COM PRE F 2.435 2 1.218 1.396.250 162.229 186.872 164.664 188 78.872 2 39.436 43.185.000 169.855 186.913 248.728 188 20.971 2 10.486 10.592.000 184.131 186.990 205.102 188 33.881 2 16.941 17.448.000 180.596 186.971 214.477 188 47.553 2 23.777 27.765.000 159.111 186.855 206.664 188 Fit Attributes ( ) (Duncan Statistic) TV (1) (2) (3) Quality Assurance 2.92 2.93 3.16 (1, 2, 3) Convenience 2.34 3.90 3.32 (1), (3), (2) Interactivity 2.60 3.40 3.16 (1), (3, 2) Compatibility 2.39 3.43 2.92 (1), (3), (2) Preference 2.17 3.34 3.07 (1), (3, 2) TV,,. TV

4 89.., Look & Feel with Variable Quality TV,, ANOVA Duncan 4 5. ANOVA Duncan,,.. (3.02), TV (2.76), (2.71). Look & Feel with Variable Quality TV. Look & Feel with Variable Quality. TV,, (2.17, 3.34, 3.07) (2.00, 2.84, 2.79).,,,.

90. 4 5 QUA3 CON3 INT3 COM3 PRE3 F 3.312 2 1.656 1.431.242 215.270 186 1.157 218.582 188 57.217 2 28.608 22.654.000 234.889 186 1.263 292.106 188 21.122 2 10.561 8.944.000 219.619 186 1.181 240.741 188 24.222 2 12.111 9.205.000 244.730 186 268.952 188 28.138 2 14.069 10.961.000 238.730 186 1.283 266.868 188 Fit Attributes ( ) (Duncan Statistic) TV (1) (2) (3) Quality Assurance 2.76 2.71 3.02 (2, 1, 3) Convenience 2.19 3.51 3.10 (1), (3), (2) Interactivity 2.51 3.30 3.08 (1), (3, 2) Compatibility 2.24 3.11 2.60 (1, 3), (2) Preference 2.00 2.84 2.79 (1), (3, 2)

4 91. ( ), TV,, ANOVA Duncan 4 6. 4 6 QUA CON INT COM PRE F 4.947 2 2.473 2.658.073 173.090 186.931 178.036 188 47.271 2 23.636 24.272.000 181.122 186.974 228.393 188 48.668 2 24.334 25.087.000 180.416 186.970 229.084 188 48.297 2 24.149 22.303.000 201.397 186 1.083 249.694 56.575 2 28.287 24.662.000 213.340 186 1.147 269.915 188 Fit Attributes ( ) ( ) TV (1) (2) (3) Quality Assurance 2.89 3.16 3.16 3.28 (1, 2), (2, 3) Convenience 2.61 3.83 3.34 (1), (3), (2) Interactivity 2.60 3.83 3.38 (1), (3), (2) Compatibility 2.38 3.65 3.37 (1), (3), (2) Preference 2.38 3.65 3.37 (1), (3, 2)

92 ANOVA,,. TV (2.89, 3.16) (3.28, 3.16). TV TV (2.89, 3.16).. TV (: 2.38) (: 3.37) (: 3.65). Duncan. 4 6 TV,. TV,, TV. 3.37 3.07.,,,. (3.16, 3.32, 3.16, 2.92)

4 93 (3.28, 3.34, 3.38, 3.37). 2.92 3.37.,, TV,,. TV., Look & Feel with Variable Quality. TV,, ANOVA Duncan 4 7. ANOVA Duncan,,.,, TV.

94.,,. 4 7 QUA3 CON3 INT3 COM3 PRE3 F 17.058 2 8.529 7.462.001 212.603 186 1.143 229.661 188 65.143 2 32.571 24.618.000 246.095 186 1.323 311.238 188 65.280 2 32.640 26.807.000 226.476 186 1.218 291.756 188 78.603 2 39.302 28.421.000 257.206 186 1.383 335.809 188 97.534 2 48.767 32.403.000 279.937 186 1.505 377.471 188 Fit Attributes ( ) ( ) TV (1) (2) (3) Quality Assurance 2.62 3.29 3.22 (1), (3, 2) Convenience 2.41 3.84 3.27 (1), (3), (2) Interactivity 2.40 3.79 3.40 (1), (3), (2) Compatibility 2.22 3.78 3.24 (1), (3), (2) Preference 2.10 3.83 3.24 (1), (3), (2)

4 95. e- e-,, TV,, ANOVA Duncan 4 8, e- 4 9. 4 8 4 9 e-. e- e-. 4 8 e- QUA CON INT COM PRE F 24.269 2 12.135 15.432.000 146.261 186.786 170.530 188 117.506 2 58.753 88.799.000 123.065 186.662 240.571 188 78.245 2 39.122 36.854.000 197.450 186 1.062 275.695 188 54.749 2 27.374 26.617.000 191.291 186 1.028 246.04 188 67.137 2 33.568 43.023.000 145.125 186.780 212.262 188

96 Fit Attributes ( ) e- TV (1) (2) (3) Quality Assurance 2.98 3.69 3.78 (1), (2, 3) Convenience 2.39 4.17 3.92 (1), (3, 2) Interactivity 2.28 3.77 3.45 (1), (3, 2) Compatibility 2.53 3.80 3.47 (1), (3, 2) Preference 2.57 3.95 3.68 (1), (3, 2) 4 9 e- QUA3 CON3 INT3 COM3 PRE3 F 22.296 2 11.148 9.924.000 208.952 186 1.123 231.248 188 99.556 2 49.778 49.940.000 185.397 186.997 284.953 188 79.630 2 39.815 31.528.000 234.889 186 1.263 314.519 188 54.222 2 27.111 19.221.000 262.349 186 1.410 316.571 188 58.741 2 29.370 24.979.000 218.698 186 1.176 277.439 188 Fit Attributes ( ) e- TV (1) (2) (3) Quality Assurance 3.02 3.68 3.79 (1), (2, 3) Convenience 2.52 4.17 3.92 (1), (3, 2) Interactivity 2.29 3.79 3.48 (1), (3, 2) Compatibility 2.56 3.83 3.48 (1), (3, 2) Preference 2.62 3.87 3.71 (1), (3, 2)

4 97,,, TV... TV. IPTV e-,. 5 TV. TV., IPTV.

98. G4C, G4B IPTV..,,,. G4B, G4C.

5 99 5,, e- IPTV. Wirtz(2001),,,., SO,, (IPTV).,. 3PS 4PS..,. GPT(General Purpose Technology), e-

100.. (TTF, Task-Technology Fit) (Media Richness Theory).,, e-.. G4C, G4B IPTV..,,,. G4B, G4C.

101 Altgeld, J. and J. D. Zeeman, IPTV/VOD Challenge: Upcoming Business Models, IBM Paper for the International Engineering Consortium(IEC), 2005. Biswas, D., Economics of Information in the Web Economy: Toward a New Theory?, Journal of Business Research, 57, pp.724 733, 2004. Bouwman, H., M. Zhengjia, P. Duin and S. Limonard, A Business Model for IPTV Services: A Dynamic Framework, Info, 19(3), 2008, pp.22 38. Choi, S.-Y., D. O. Stahl and A. B. Winston, The Economics of Electronic Commerce, Macmillan Technical Publishing, Indianapolis, Indiana, 1997. Daft, R. L. and R. H. Lengal, Organizational Information Requirements, Media Richness and Structural Design, Management Science, 32(5), 1986, pp.554 571. Devaraj, S., M. Fan and R. Kohli, Antecedents of B2C Channel Satisfaction and Preference: Validating e-commerce Metrics, Information Systems Research, Vol. 13(3), 2002, pp.316 333. Figueiredo, J. M., Finding Sustainable Profitability in Electronic Commerce, Sloan Management Review, 41(4), 2000, pp.41 52. Goodhue, D. L. and R. L. Thompson, Task-Technology Fit and Individual Performance, MIS Quarterly, June 1995, pp.213 236. Junglas, I., C. Abraham and B. Ives, Mobile Technology at the Frontline of Patient Care: Understanding Fit and Human Drives in Utilization Decisions and Performance, Decision Support Systems, 46, 2009, pp.634 647. Lawrence, P. R. and J. Lorsch, Organization and Environment, Harvard University Press, Cambridge, MA, 1967.

102 Lee, C.-C., H. K. Cheng and H.-H. Cheng, An Empirical Study of Mobile Commerce in Insurance Industry: Task-Technology Fit and Individual Difference, Decision Support Systems, 43, 2007, pp.95 110. Moore, G. C. and I. Benbasat, Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation, Informations Systems Research, Vol. 2(3), 1991, pp.192 222. MRG Inc., IPTV Global Forecast-2007 to 2011, 2007. Ngweneyama, O. K, and A. S. Lee, Communication Richness in Electronic Mail: Critical Social and Contextuality of Meaning, MIS Quarterly, June 1997, pp.145 167. Pil, F. K. and Holweg, M., Evolving from Value Chain to Value Grid, MIT Sloan Management Review, 45(4), 2006, pp.72 79. Rim, M.-H., H.-S. Han and Y.-W. Sawng, A Business Model Analysis for the Converged Services of Supply Chain, International Journal of Innovation and Technology Management, 6(1), 2009, pp.97 116. Rogers, E.M., Diffusion of Innovations, 5th ed. Free Press, New York, 2003. Sawng, Y.-W. and H.-S. Han, Commercial Aspects of Converged Telecom-Broadcasting Services: Insight from the Satellite DMB Services in Korea, International Journal of Innovation and Technology Management, 2(4), 2005, pp.411 431. Sawng, Y.-W. and H.-S., Market Analysis for the Next Generation Mobile Communications Service from the Perspective of Innovation Adoption and Diffusion, International Journal of Satellite Communications and Networking, 25(4), 2007, pp.323 348. Saxtoft, C., Convergence: User Expectations, Communications, Enablers and Business Opportunity, Chichester, England: John Wiley & Sons, Ltd., 2008. Simchi-Levi, D., P. Kaminsky and E. Simchi, Designing and Managing the Supply Chain: Concepts, Strategies, and Case Studies, 3rd ed. Mcgraw-Hill, 2008.

103 Turban, E., D. King, J. McKay, P. Marshall, J. Lee and D. Viehland, Electronic Commerce 2008: A Managerial Perspective, Pearson International Edition, Pearson Prentice Hall, 2008. Venkatraman, N., The Concept of Fit in Strategy Research: Toward Verbal and Statistical Correspondence, Academy of Management Review, 14, July 1989, pp.423 444. Wirtz, B. W., Reconfiguration of Value Chains in Converging Media and Communication Markets, Long Range Planning, 34, 2001, pp.489 506.,, 2008. 4. 8.,,, 2008. 12.,, 2007, 2008., 2006, 06-14, 2007. 4.,, 2008.,,,, 2008. 10.

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