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방송통신융합서비스에 대한 Dual Model 기반 사용자 수용에 관한 실증연구
강성배(Sungbae Kang),손영필(Youngfeel Son),문태수(Taesoo Moon) 한국인터넷전자상거래학회 2013 인터넷전자상거래연구 Vol.13 No.4
IPTV Service is one of representative services in digital convergence, as a convergent service between broadcasting and telecommunication, which provides interactive broadcasting service with multimedia contents using superhighway network, such as realtime television, game, video on demand, t-commerce, and so on. According to continuous increase in the number of subscribers of IPTV service, IPTV providers recognize the importance of competitive strategy and marketing strategy to acquire and retain customers through public relations and advertising. Many studies conducted to research on behavioral intention to use IPTV service, however, it is poor and few research to understand customer"s behavior to adopt and continuous intention to use IPTV service. This study examines the relationship between influencing factors and customer"s continuous intention to use IPTV service, based on a dual model with dedication and constraint. Also, we intend to improve the explanation power of the research model, using the perceived benefit and perceived sacrifice of value-based theory, as antecedents. This study provides an insight to see real phenomenon by identifying a dual model with dedicated-based outcomes and constraint-based outcomes, and suggests also marketing activity and strategy for IPTV providers to understand consumer"s need and want of IPTV service through empirical results.
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