JOURNAL BROWSE
Search
Advanced SearchSearch Tips
A Study on Impact of Media Use Characteristics/Evaluation for Guide Channel on Intention to use VOD provided by Multichannel Service Provider
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
  • Journal title : Journal of Broadcast Engineering
  • Volume 21, Issue 2,  2016, pp.210-218
  • Publisher : The Korean Institute of Broadcast and Media Engineers
  • DOI : 10.5909/JBE.2016.21.2.210
 Title & Authors
A Study on Impact of Media Use Characteristics/Evaluation for Guide Channel on Intention to use VOD provided by Multichannel Service Provider
Joh, Seong Je; Lee, Yeong Ju;
  PDF(new window)
 Abstract
In this study VOD usage patterns(VOD use and paid amount) of IPTV users were investigated reflecting the level of media use characteristics such as TV viewing time, star preference, and genre preference. Also the impact of media using characteristics and the evaluation of guide channel on the intention to use VOD was analyzed. The web survey was conducted against the respondents who have used VOD and guide channel. The results are as follows. Among the media usage characteristics, star preference has the impact on the VOD use, while genre preference has relation to the willingness to pay for VOD. Secondly, the intention to view the guide channel, entertainment of the channel, and the users' genre preference have significant impacts on the intention to use VOD. Therefore, it is necessary to raise the viewing rate of guide channel by providing the customized promotion strategy and diverse events based on the analysis of VOD usage.
 Keywords
VOD;Guide channel;Genre preference;Star preference;Entertainment;Usability;Usefulness;
 Language
Korean
 Cited by
 References
1.
Jeong, Y., Kim, Y. The Research of Broadcast Media Usage Behavior, Trends & Research Reports, Korea Communications Commission, 1~8. 2014

2.
Lee, E. S. Classification of Type and Attributes of Guide Service on Digital Broadcasting in terms of Viewing Pattern and Involvement, Journal of Digital Design, 12(4). 168~173, 2012

3.
Lee, E. S., Lee, S. H. A Study on the Viewing Experience on Guide Channel : Focusing on the Experience that affects Purchasing, Archives of Design Research, 25(3), 12~19, 2012.

4.
Eastman, S. T. Orientation to promotion and research. In S. T. Eastman(Ed.). Research in media promotion, Mahwah, NJ: Lawrence Erlbaum Associates, Publishers., 2000

5.
Eastman, S. T., & Newton, G. D. The impact of structural salience within on-air promotion. Journal of Broadcasting & Electronic Media, 42, 50~79, 1998 crossref(new window)

6.
Kang, M. A Study on the Strategy and its Effects of On-air Program Promotion, Korean Journal of Journalism & Communication Studies, 51(4), 309~326, 2007

7.
Yu, J. Paradigm Shift of Viewing a Media, DigiEco Focus, KT Research Institute of Economy & Business Administration, 1~4. 2015

8.
Gwon, H. etc. Research of International Practices on Broadcast Media Market : Base on OTT, KOCCA, 223~299, 2015

9.
Cho, S. Kim, H. S. An Empirical Analysis on the Determinants of VOD Viewing Pattern of Users in IPTV Platform, Journal of The Korea Contents Association, 15(4). 153~167, 2015 crossref(new window)

10.
Lee, S. Kim, C. Determinants of IPTV-VOD Services Adoption, Korean Journal of Communication & Information, 46, 10~16, 2009

11.
Yun, J. A Forecasting of Subscriber on IPTV, Satellite and MSOs, Ministry of Science, ICT and Future Planning, 2015

12.
Kwon, H. Kim, Y. A Change analysis of the Pay-View Market from Appearance of IPTV Service, KOCCA, 54~58, 2010.

13.
Roh, S. Kim, S. A Study on Consumer Behavior and Double Casting Musicals, Review of Cultural Economics, Korea Association Of Cultural Economics, 18(1), 207~211, 2015

14.
Park, J., Kim E., Kim, Y. Lee, S. The Effectiveness of Star Marketing, Journal of Communication Science, 8(2), 177~206, 2008

15.
Davis, F. D. Perceived Usefulness, Easy of use, and the User Acceptance of Information Technology, MIS Quarterly, 1(19), 189~211, 1989

16.
Cho, S., Kim, D., Lee, Y. A Study on the Relationship between N-Screen Service Users’ Connected-Use/Simultaneous Use and Perceived Usability & Perceived Usefulness based on Multi Device Converged Use. Journal of Animation Studies, 9(3), 58. 62, 2013

17.
Kim, Y. Choi, S. Effects of Perceived Service Quality, Usefulness and Easiness on the Consumer Satisfaction and the Continuous Use Intention of IPTV, Journal of The Korea Contents Association, 9(10), 314~327, 2009 crossref(new window)

18.
Park, C., Kwon, J., Kwak, H. An Empirical Study on the Factors Influencing the VOD Purchase in IPTV, Journal of Korean Institute of Information Technology, 12(11). 153~163, 2014

19.
Lee, J. Chung, J. Correlation Study between Interactive Contents on User's IPTV Selection and Satisfaction, Journal of The Korea Society of Computer and Information, 13(1), 99~108, 2008

20.
Kim, J. E., Kim, Y. Y. How the Characteristics of the Food-blog Marketing Effect to Purchasing Intension with the Mediation Effect of Trust, Journal of Service Management, 30(5), 85~105, 2015,

21.
Lee, T. M. The effects of brand trust and brand affect on brand word of mouth and brand loyalty : focused on the moderating effect of mobile SNS intensity, The e-Business Association, 16(1), 121~144, 2015