An Empirical Study on Factors Affecting User Recommendation for IPTV
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
IPTV companies have extended investments to ensure the subscribers and the government has provided the policy to promote IPTV industry. As a result, approximately 11% of households have subscribed to IPTV services, and this is the second fastest rate in Asia. However, some concerns have emerged that IPTV may take a long time to be spread or fail to diffuse. The reason for this opinion is because subscribers are increasing due to companies' incentive-driven marketing and government's support policies. Until now, much of innovative services had failed in achieving the customer' satisfaction and gone from the market. Therefore, the factors which affect customers' satisfaction should be analyzed to predict the potential of IPTV. Motivated by this concern, an empirical analysis was conducted to reveal the factors which affect user recommendation for IPTV service. This study investigated the effect of five factors for user recommendation and revealed that hedonic experience, QoS, and economic benefits were positively related to the recommendation.
Abstract
IPTV companies have extended investments to ensure the subscribers and the government has provided the policy to promote IPTV industry. As a result, approximately 11% of households have subscribed to IPTV services, and this is the second fastest rate in Asia. However, some concerns have emerged that IPTV may take a long time to be spread or fail to diffuse. The reason for this opinion is because subscribers are increasing due to companies' incentive-driven marketing and government's support policies. Until now, much of innovative services had failed in achieving the customer' satisfaction and gone from the market. Therefore, the factors which affect customers' satisfaction should be analyzed to predict the potential of IPTV. Motivated by this concern, an empirical analysis was conducted to reveal the factors which affect user recommendation for IPTV service. This study investigated the effect of five factors for user recommendation and revealed that hedonic experience, QoS, and economic benefits were positively related to the recommendation.
참고문헌 (38)
- Atkin, C, "Instrumental utilities and information seeking in New models for mass communication research", pp.205~242 (1973), Sage
- Bradley, J, "Human-Computer Interaction and the growing role of social context", Bulletin of the American Society for Information Science, 24(3), pp.18~19 (1998)
- Davis, F.D, "Perceived usefulness, perceived ease of use, and user acceptance of information technology", Management Information Systems Quarterly, 13(3), pp.319~340 (1989)
- Deitel, H.M, "e-Business and e-commerce for managers" (2001), Prentice-Hall
- Ferguson, D.A, "The World Wide Web as a functional alternative to television", Journal of Broadcasting & Electronic Media, 44(2), pp.155~174 (2000)
- Fidler, R., "Mediamorphosis: Understanding New Media. Thousand Oaks" (1997), Pine Forge Press
- Griffin, A., "PDMA research on new product development practices: Updating trends and benchmarking best practices", Journal of Product Innovation Management, 14(2), pp.429~458 (1997)
- Guiltinan, J.P, "The price bundling services: A normative framework", Journal of Marketing, 51(2), pp.74~85 (1987)
- Hair, J.F, "Multivariate data analysis (5th edition)" (1998), Prentice Hall
- 강재원, "다매체 환경에서 IPTV의 융합-수용 모델 : 기능적 유사성과 미디어 대체를 중심으로", 한국언론학보, 50(2), pp.5~32 (2006), 한국언론학회
- 강재원, "프리어나운싱 상황 하에서 IPTV의 선택구매의도에 영향을 미치는 선행 요인 및 혁신 수용자 특성 탐구", 한국방송학보, 21(3), pp.7~46 (2007), 한국방송학회
- Kuan, K.K.Y, "A perception-based model for EDI adoption in small businesses using a technology-organization-environment framework", Information & Management, 38(8), pp.507~521 (2001)
- Lin, C.A., "Modeling the gratification-seeking process of television viewing", Human Communication Research, 20(2), pp.224~244 (1993)
- Lin, C.A., "Audience fragmentation in a competitive video marketplace", Journal of Advertising Research, 34(6), pp.1~17 (1994)
- Moore, G., "Crossing the chasm: Marketing and selling high-tech products of mainstream customers" (1999), Harper Collins
- Morris, M, "The Internet as mass medium", Journal of Computer-Mediated Communication, 46(1), pp.39~50 (1996)
- Newhagen, E, "Why communication researchers should study the Internet: A dialogue", Journal of Communication, 46(1), pp.4~13 (1996)
- Nunnally, J.C, "Psychometric Theory" (1978), McGraw Hill
- Oliver, R.L, "Satisfaction: A Behavioral Perspective on the Consumer" (1997), McGraw Hill
- Overby, J.W, "The effects of utilitarian and hedonic online shopping value on consumer preference and intentions", Journal of business research, 59(10), pp.1160~1166 (2006)
- Papacharissi, Z, "Predictors of Internet use", Journal of Broadcasting & Electronic Media, 44(2), pp.175~196 (2000)
- Park, J., "How CATV survive in the era of convergence", WASET International Conference on Communication Technology 2009, pp.748~752 (2009)
- Park, S.K., "IPTV Induction, Technology Policy, and Sustainability", Communications & Convergence Review, 1(1), pp.82~106 (2009)
- Reichheld, F.F., "The one number you need to grow", Harvard Business Review, 81(12), pp.46~54 (2003)
- Reichheld, F, "Zero Defections: Quality Comes to Services", Harvard Business Review, 68(5), pp.105~111 (1990)
- Rogers, E.M, "Diffusion of Innovations (5th eds.)" (2003), The Free Press
- Rubin, A.M, "Media uses and effects: A uses-and graitifications perspective in Media effects: Advances in theory and research", pp.417~436 (1994), Erlbaum
- Serenko, A, "The impact of expectation disconfirmation on customer loyalty and recommendation behavior: Investigating online travel and tourism services", Journal of Information Technology Management, 20(3), pp.26~41 (2009)
- Shin, D.H, "Potential user factors driving adoption of IPTV. What are customers expecting from IPTV", Technological Forecasting and Social Change, 74(8), pp.1446~1464 (2007)
- Shin, D.H., "An empirical investigation of a modified technology acceptance model of IPTV", Behavoiur & Information Technology, 28(4), pp.361~372 (2009)
- Shin, D.H, "Determinants of customer acceptance of multi-service network: An implication for IP-based technologies", INFORMATION MANAGEMENT, 46(1), pp.16~22 (2009), ELSEVIER SCIENCE BV
- Shin, Y., "Analysis on the mobile IPTV adoption and moderator effect using extended TAM model", Proceedings of the 2008 Fourth International Conference on Networked Computing and Advanced Information Management, pp.220~225 (2008)
- 심진보, "IPTV2.0 진화에 기초한 IPTV 수용-확산 영향요인 연구", Telecommunications Review, 19(2), pp.275~288 (2009), SK텔레콤
- Song, I, "Internet gratifications and Internet addiction: On the uses and abuses of new media", Cyber Psychology & Behavior, 7(4), pp.384~394 (2004)
- Song, J., "Conjoint analysis for IPTV service", Expert Systems with Applications, 36(4), pp.7860~7864 (2009)
- Venkatesh, V, "A model of the antecedents of perceived ease of use: Development and test", Decision Sciences, 27(3), pp.451~481 (1996)
- Vorderer, P, "Enjoyment: At the heart of media entertainment", Communication Theory, 14(4), pp.388~408 (2004)
- Williams, F, "Research Methods and the New Media" (1988), The Free Press