(JBE Vol. 24, No. 3, May 2019) (Regular Paper) 24 3, 2019 5 (JBE Vol. 24, No. 3, May 2019) https://doi.org/10.5909/jbe.2019.24.3.506 ISSN 2287-9137 (Online) ISSN 1226-7953 (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) E-mail: sulee@dima.ac.kr Tel: +82-31-670-6658 ORCID: https://orcid.org//0000-0003-0052-2143 Manuscript received April 25, 2019; Revised May 8, 2019; Accepted May 8, 2019. 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 (http://creativecommons.org/licenses/by-nc-nd/3.0) which permits unrestricted non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited and not altered.
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),.. 1 4 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 2016 35.0% 2018 42.7%, 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
(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.. 1. 20 TV 500, 2018 12 7 12 13 7 (computer assisted web interview)., 49,4%(n=247), 50.6%(n=253), 20 17.2%, 30 18.8%, 40 20.6%, 50 20.0%, 60 23.4%. 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.
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? 5. 3. 8 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 3.74.777 2 There are many kinds of content that I like 3.99.761 3 Content is divided into various categories 3.67.802 4 There are many rare contents that are not elsewhere 3.65.816 5 Various special packages (star/director/movie, etc.) are organized 3.48.836 6 The program is up-loading fast 3.85.796 7 The remote control controls the menu or reacts quickly 3.77.785 8 The VOD shortcut on the remote control makes it easy to select content 3.79.779 9 You can easily purchase VODs from your TV without a set-top box (TV app / cloud UI, etc.) 3.56.802 10 The price per unit is reasonable 3.90.937 11 There are a variety of flat sum system to choose from 3.77.837 12 There are various means of payment (point/mileage, etc.) 3.83.829 13 If you look at paid VOD, you can receive points 3.64.856 14 For the latest movies, the time to download and watch is appropriate 3.72.826 15 It is appropriate to watch the contents of the purchase, such as TV programs/old movies 3.70.841 16 It is possible to connect to other devices other than TV (N screen service is provided) 3.49.848 17 It is possible to connect content that is being watched on a smart phone with TV 3.58.888 18 Easily find the content you want (easy to search) 3.74.794 19 The VOD menu screen is easy to see at a glance 3.73.832 20 You can put together the content that is currently an issue in one place 3.59.795 21 It makes me recommend the content I've always wanted to see 3.53.819 22 When using VOD, I am interested in movie programs advertising that appear on screen 3.15.948 23 Various promotions/events related to VOD are available 3.51.855 24 If you watch a paid VOD, you'll get a coupon 3.49.887 25 If you watch a paid VOD, you have a good chance of winning the prize 3.38.999 26 Detailed view of VOD content information is well provided (preview/relevant information, etc.) 3.58.767 27 When uploading new VOD contents, information is being provided well 3.47.786 28 Content introduction program through VOD guide channel is beneficial 3.50.750
(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<.001.. 1. VOD 28, 1 5.400 5, 57.560% (< 2> )., 8 15.399%. / 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 24.750 25.724 22.713 23.712 28.636 27.597 26.529 21.455 Factor 10.609 2.590 12.585 13.585 11.556 1.538 4.526 6.494 8.725 9.642 7.633 19.570 3.452 15.659 14.605 18.507 17.770 16.769 5.525 20.474 eigen value 4.312 3.440 3.352 2.541 2.472 variance ratio 15.399% 12.287% 11.970% 9.077% 8.827% cumulative ratio 15.399% 27.686% 39.656% 48.733% 57.560% KMO measure=.944 Bartlett s test : approximate chi-square=6513.068, df=378, p<.001.. 8 12.287%. 4 3, 1
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, 11.970%. 3, VOD UI 1, 1., VOD,, VOD.. 2 VOD UI 1, 9.077%. VOD, UI.. (sharing) 2, VOD UI 1. 8.827%., 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.333.051.354 6.533.000.994 1.006 rational consumption-oriented -.065.052 -.068-1.261.208.997 1.003 convenience-oriented -.034.049 -.038 -.691.490.990 1.010 service period-oriented -.155.051 -.164-3.032.003.997 1.003 content sharing-oriented.082.056.079 1.456.147.993 1.007
(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,.400 5. 5,,,,, 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.142.046.197 3.082.002.986 1.014 rational consumption-oriented.097.042.147 2.322.021.997 1.003 convenience-oriented.195.046.271 4.239.000.984 1.016 service period-oriented.039.043.058.908.365.991 1.009 content sharing-oriented.091.039.149 2.340.020.991 1.009
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