IPTV를 통한 상품 판매형 T-Commerce의 발전 모델에 관한 연구 - 정보제공 유형에 따른 성공요인을 중심으로 -

Abstract

In light of the fact that the fusion concept of broadcasting and communication has been generalized and potential growth of IPTV leading such trend has been highly evaluated, the present study was intended to evaluate the measures that will boost the new retail pattern emerging in line with activated IPTV-based T-Commerce, facing up to reality that it has yet to move away from the traditional TV home shopping or Internet shopping mall pattern, and to that end, document study and survey were conducted in this study in an attempt to identify the factors for users’ preference between the independent service and interlinking service, which are sort of T-Commerce services provided depending on type of information. There are only three years to the obligation of digital broadcasting now. DCATV was expected to be activated as media which could replace the existing one-way CATV. However, as IPTV, digital TV media of new concept which adopts the concept of communication to broadcasting, is acknowledged as broadcasting and is vigorously competing with DCATV, it is rapidly growing based on the existing strong internet infra and the numbers of users. In addition, T-Commerce industry, which planned to utilize DCATV media, is expanding its investment to IPTV and tries to prepare for proper contents and broadcasting platform. It is because the conceptual basis of DCATV is not comprehensive and has its limits to adopt and realize various functions by introducing digital broadcasting in the user environment of CATV in providing a lot of channels and contents for viewers. However, in the current situation that the T-commerce is developing to the synchronized way rather than the existing independent way and the development and distribution of digital contents are needed accordingly, it can be said that both DCATV and IPTV have no problem to accept synchronized broadcasting contents and use them. However, DCATV companies are making every possible efforts to develop competitive factors to compete with the compatibility and expandability of IPTV and to build up user environment which can accept interactive broadcasting contents and provide the ease of use for views. However, the capability of IPTV to secure potential customers and viewers through the active use of internet infra can be said to be powerful. A 2-month survey of 150 respondents for positive analysis was conducted, beginning in June through August 2009 and consequently, 120 effective samples were taken which were categorized by convenience, usefulness ad accessibility based on service selected to develop the inquiries. And after defining each factor as independent variable, while the selection level between independent service and interlinking service was defined as dependent variable, the survey was conducted to identify whether and what independent variable has effect on dependent variables, making use of multiple regression analysis . As a result, the factors of interlinking service appeared to be greater than those of independent service, indicating more interest of users, and the selection was made considering more various factors. That is, the users appeared to be more interested in sense of perception, in other word, whether the useful information on products is offered, security of payment system is granted and the convenience in using remote is secured, whereas the users were less interested in independent service because of its simple service and low accessibility. So far, the level of customers’ understanding about T-Commerce is very low in Korea. The biggest difficulty in the survey for the empirical analysis was to get people understand about T-commerce. However, our customers’ receptivity and understanding about digital culture are great and rapidly grow. Therefore, for the three years left before the obligation of digital broadcasting, social understanding about the convergence of broadcasting and telecommunication should be improved, and our own broadcasting‧communication culture and the distribution culture of new media should be established by accepting and utilizing new culture without side effects. In addition, concerning recent Media Law issues, the importance and social roles of new media integrating broadcasting and communication should be discussed in our society and the positive way of development should be provided. Thus it is recommended to simulate the potential customers to increase the demand through the improvement of service in diverse aspects, so as to be able to substitute the existing CATV home shopping and the part of Internet home shopping with growing T-Commerce, thereby laying the foundation as retail distribution channel.