보문 : 패션소매유통 멀티채널 채택에 영향을 미치는 요인에 관한 연구 -마케팅 특성과 소비자 특성을 중심으로-

김주희 ( Ju Hee Kim ),이진화 ( Jin Hwa Lee ) 한국의류학회 2011 한국의류학회지 Vol.35 No.7

This study examines the characteristics of marketing and customer that influence the selection of multichannel (preference/frequency of use) in the fashion retail. The subjects of this study are men and women live in Seoul/Gyeonggi province and Busan/Gyeongsangnam-do in their 20s-40s who have shopping experiences in fashion items of more than 2 shopping channels among offline stores, catalogs, and the internet. The survey period was from March to May 2010 and 411 forms were used in this survey. The data were analyzed by a reliability analysis (Cronbach`s α), a factor analysis, t-test and one-way ANOVA. The main results of this study are summarized as follows. First, marketing characteristics, which effect the selection of multichannel (preference/frequency of use), consist of sales promotion, service, price, merchandise, and distribution. Those have a significant influence (***p≤.001) on choosing multichannel of fashion retail. Price has a significant impact on the preference of multichannel and merchandise affect for frequency of use in multichannel shopping. Second, customer characteristics have a significant influence (***p≤.001) on the monthly average purchasing amount, shopping hours, shopping frequency, brand knowledge, and price sensitivity. Particularly, monthly average purchasing amount & shopping frequency have meaningful differences in the frequency of using multichannel; in addition, shopping hours were affected by preference & frequency of use. Price sensitivity has a greater influence on the frequency of using multichannel and brand knowledge has a greater effect on multichannel preference. Customer`s information searching characteristics have main 3 factors through the use of marketing information, personal information and experience information. Application of experience information is the main factor in preference and frequency of using multichannel shopping. The customer demographic characteristics of age (*p≤.05, **p≤.01) and gender (*p≤.05) show a difference for selecting multichannel. There is no difference for marital status, average household income per month, and job.

A RESEARCH ON THE CHARACTERISTICS OF DONGDAEMUN FASHION MARKET AND MULTICHANNEL ATTRIBUTES: FOCUSING ON CUSTOMER EQUITY

Jeonmi Ko,Minyoung Lee,Heeju Chae,Eunju Ko 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

With the diffusion of smart-phones and mobile equipment, as well as the emergence of consumption patterns like showrooming and reverse showrooming, not only online shopping, but also offline stores are becoming important. For this reason, a multichannel which simultaneously runs both offline and online channels is getting the spotlight. A multichannel means a series of activities related to selling goods and services to consumers via more than one channel (Levy & Weitz, 2011). To adapt to this change of the retail environment, the Dongdaemun market, the source of Korean mass fashion, is introducing a multichannel to manage online and offline channels together. ‘Style Nanda’, based on Dongdaemun, is a representative branding case. Having starting with an online shopping mall, ‘Style Nanda’ is now running offline stores and is planning to enter overseas markets. Another example is that of Roompacker which has grown up from an offline store in the Dongdaemun Doota Shopping Mall launched in 2005 and is now emerging as the online and offline powerful actor in the market. As mentioned above, Dongdaemun fashion market-based brands are competitive when they have a multichannel to simultaneously run offline channels, online, and mobile channels. The existing Dongdaemun fashion market-related research has been limited to the analysis of Dongdaemun market’s structural characteristics or the consumer perception of the shopping conditions (Hong & Lee, 2007; Choi & Choo, 2005). Also, most multi-channel studies have focused on the consumer perceptions depending on the channel characteristics; therefore, the studies that measured consumer responses depending on the brand characteristics are very scarce. With the change in the retail environment and the increase in the necessity of revitalizing Dongdaemun commercial districts, a study on the multi-channel properties of the Dongdaemun brands would provide many useful implications. In this context, this research aims to analyze the characteristics of the Dongdaemun market, which is offline-optimized, as well as the utilities and attributes of multichannel shopping services of Dongdaemun fashion brands. Our second aim is to provide implications for marketing. In particular, this research is focused on the effects of these attributes on value equity, relationship equity, and brand equity which are customer equity drivers of Dongdaemun fashion brand consumers. Furthermore, this research explores the effects of customer equity drivers on customer satisfaction and purchase intention. A total of 200 samples were collected to examine the effects on customer equity drivers of Dongdaemun multichannel attributions by consumers in Dongdaemun Fashion Market. The collected data were then analyzed statistically (exploratory factor analysis, reliability analysis, and descriptive statistics) with SPSS 21.0. Furthermore, AMOS 18.0 was used for confirmatory factor analysis and multiple group analysis. The results of this research will serve as a foundation for a distribution channel research to measure the characteristics of Dongdaemun and customer equity regarding a multichannel. They will also be practically helpful in establishing a strategy to introduce a multichannel of offline-centered brands.

On Routing Protocol and Metric for Multiradio Multichannel WMNs

고휘(Hui Gao),이형옥(Hyung-Ok Lee),남지승(Ji-Seung Nam) 한국컴퓨터정보학회 2012 한국컴퓨터정보학회 학술발표논문집 Vol.20 No.1

Wireless mesh networks are considered a promising solution to last mile broadband. The unique characteristics of WMN impose unique requirements on designing routing protocols and metrics for WMN. However, existing routing schemes that are designed for single-channel multi-hop wireless networks may lead to inefficient routing paths in multichannel. This paper focuses on the routing problem for multi-radio multichannel WMNs. We list the challenges in designing routing algorithms for multi-radio multichannel WMNs. Then we examine the requirements and considerations for designing routing metrics according to the characteristics of multi-radio multichannel WMNs. Finally we survey and investigate the existing routing metrics in terms of their ability to satisfy these requirements.

다채널 쇼핑과 유통업체 충성도의 관계에 대한 실증적 연구

주영혁(Young Hyuck Joo) 한국마케팅학회 2008 마케팅연구 Vol.23 No.4

최근의 유통환경에서 유통업체와 고객과의 상호작용 채널이 다양화됨에 따라 다채널 고객관리(multichannel customer management)의 중요성이 증가하고 있다. 기업수준에서 다채널 이용과 고객 충성도의 관계에 대한 기존 연구의 경우 두 가지 개념이 서로 관련성이 있다고 주장되어 왔다. 그러나 이러한 연구들의 경우 직접적으로 인과관계를 고찰하지 못하거나 부분적이고 제한적인 접근 또는 측정방법을 사용하여 이를 고찰하여 왔다. 이에 대하여 본 연구는 다채널 유통업체의 회원고객을 대상으로 설문조사와 고객 데이터베이스를 통합한 자료를 바탕으로 구성요소(component-wise) 접근방법을 통하여 다채널 이용(정보탐색 및 제품구매 단계)과 고객 충성도(태도적 및 행동적 충성도)의 관계를 실증적으로 고찰하였다. 658명의 고객을 대상으로 약 18개월 동안의 고객자료를 관측한 결과 정보탐색 및 제품구매 단계 모두에서 고객의 다채널 이용은 유통업체에 대한 태도적 및 행동적 충성도에 긍정적인 영향을 미치는 것으로 나타나고 있다. 그러나 이러한 결과는 고객의 채널 이용패턴 별로 많은 차이가 있는 것으로 나타나고 있다. 즉, 모든 다채널 이용패턴이 모든 단일채널 이용패턴에 비하여 반드시 높은 충성도를 보이는 것이 아닌 것으로 나타나고 있다. 이러한 연구결과는 유통업체의 다채널 고객이 높은 매출액을 발생시키는 이유를 설명하고, 다채널 고객관리가 기업의 고객관계관리(CRM)에서 중요한 역할을 수행하고 있음을 설명함으로써 이론적 및 실무적 시사점을 제공하고 있다. In recent years, one of dramatic trends in the shopping environments has been the proliferation of channels through which customers can interact with retailers. Accordingly, multichannel customer management has become a very important topic to both academicians and practitioners. But, the question if the relationship between the multichannel usage and customer retailer loyalty is causal still remains unexplained and needs to be more empirical validation (Neslin et al. 2006). Even if previous research suggested that multichannel customers are profitable customers in terms of sales volume (Kushwaha and Shankar 2005; Myers et al. 2004), there has not been much explanation about why customers` multichannel usage leads higher sales volume. Accordingly, if the causal relationship between multichannel usage and customer loyalty is supported, it will be possible to explain that higher sales volume is the result of increased customer loyalty. Existing some research on multichannel marketing has supported the relationship between multichannel usage and customer loyalty based on piecemeal approaches and measurements. While research based on survey has dealt with attitudinal loyalty, research with customer data base has focused not on customer behavioral loyalty but on customer purchase related variables (purchase frequency, purchase quantity, and purchase money, etc.). Moreover, both research has only focused on multichannel usage in product purchase stage among decision making processes. This study presents a systemetic component-wise approach to test the relationship between the multichannel usage (information search and product purchase stage) and customer retailer loyalty (attitudinal and behavioral loyalty). First, multichannel usage has a positive effect on customers` attitudinal loyalty. It is expected that multichannel usage leads to perceived higher customer service because each channel has a unique advantage (for example, 24/7 service for Website channel) and so multichannel usage has produced a usage of service portfolio (Wallace et al. 2005). Moreover, if firm implements multichannel integration (Berman and Thelen 2004), the multichannel customers will have a seamless customer experience (for example, order by online or catalog and pick up at nearest store). Second, multichannel usage has a positive effect on customers` behavioral loyalty. It is expected that the multichannel customers will have more opportunity to firm`s various marketing activities, which will enhance customers` behavioral loyalty. Specifically, it is said that customer loyalty program (for example, reward and incentive program) is one of the representative marketing activities for both retaining customer and blocking switching. Hypothesis test was implemented by integrating data with survey data and customer database of a membership-based multichannel retail company. While information search multichannel usage and attitudinal loyalty were measured by survey to members, product purchase multichannel usage (analysing customer purchase data during six months before survey) and behavioral loyalty (observing customer defect during one year after survey) were measured by customer database. Correlation analysis shows that the correlation coefficients between attitudinal and behavioral loyalty are low and two variables are different constructs each other. ANOVA, regression and LOGIT were used as analysis methods. Regression analysis shows that 1) multichannel usage enhances customer retailer loyalty of attitudinal aspect. This result expands the Wallace et al.`s(2004) assertion that multichannel usage is closely related to customer service portfolio. And this finding reinforces empirically Payne and Frow`s(2004) claim that multichannel integration increases the perceived service quality to retailing firms. Also, LOGIT analysis reveals that 2) multichannel usage has a positive effect on customer`s behavioral loyalty. This finding extends and explains empirically th

다채널 쇼핑과 고객만족 : 쇼핑경험과 고객-기업 관계특성의 역할

주영혁(Young-Hyuck Joo) 한국유통학회 2010 流通硏究 Vol.15 No.4

최근의 유통환경에서 다채널 고객관리(multichannel customer management)가 실무적 및 이론적으로 중요한 이슈가 되고 있다. 기업수준에서 소비자의 다채널 쇼핑이 기업성과를 제고하는 것과 밀접한 관련성이 있는 것으로 알려져 있으나 이론적으로 이러한 결과가 발생하는 원인에 대하여 채널 중심적으로 제한적이고 예측적인 설명만이 이루어져 왔다. 이러한 상황에서 본 연구는 다채널 쇼핑의 기업성과 증대의 원인으로서 고객만족과의 관계에 대한 심층적인 이해를 위하여 다채널 이용-쇼핑경험-고객만족의 연결을 체계적이고 실증적으로 검토하였다. 이와 더불어 고객유형 별 차별화된 쇼핑경험 제공의 필요성을 설명하기 위하여 다채널 이용과 쇼핑경험과의 관계에서 고객-기업 관계특성의 조절적 역할을 검토하였다. 다채널 유통업체의 660명의 고객을 대상으로 설문조사와 고객 데이터베이스를 통합한 자료를 바탕으로 가설검증을 수행하였다. 다채널 이용을 구매의사결정과정에서의 정보탐색과 제품구매 단계에서의 다채널 이용으로 구분하고 쇼핑경험을 편리성과 즐거움으로 구분하여 검토한 결과 다채널 이용과 고객만족과의 관계에서 쇼핑경험은 매개변수로서의 역할을 수행하는 것으로 나타나고 있다. 즉, 기업의 다채널 고객관리 목적은 고객의 쇼핑목적으로서 편리성과 즐거움을 제공하여야 고객만족에 긍정적인 영향을 미치는 것으로 평가할 수 있다. 또한 고객 기업 관계특성으로서 관계기간과 구매빈도를 대상으로 검토한 결과 다채널 이용과 즐거움과의 관계에서 구매빈도는 조절변수로서의 역할을 수행하는 것으로 나타나고 있다. 이러한 연구결과를 바탕으로 다채널 전략의 목표설정 및 차별화된 다채널 고객관리 관점에서 이론적 및 실무적 시사점을 제시하였다. In recent retail environments, multichannel customer management increasingly has been considered a key element of successful CRM. Although customer's multichannel usage is believed to be potential cause of customer loyalty, the theoretical explanation about this causal relationship still remains unexamined and unanswered. In this paper, the authors present a systematic framework to test the postulated "multichannel usage-shopping experience-customer satisfaction" chain. To this end, we examine that the two core components of shopping experience(convenience and enjoyment) is a mediator of the direct causality of multichannel usage(based on both information search and product purchase stage) on customer satisfaction. Moreover, the authors examine that two types of customer-firm relationship characteristics(relationship age and purchase frequency) is a moderator of the multichannel usage-shopping experience relationship. Using integrating data with survey and customer database of multichannel retail company, the authors empirically test and substantiate shopping experience's mediating role in the multichannel usage-customer satisfaction relationship and customer-firm relationship characteristics' moderating role in the multichannel usage-customer experience relationship. These results suggest that multichannel retailers should deliver favorable shopping experience for building customer satisfaction and differentiate shopping experience according to customer-firm relationship characteristics.

An Energy Efficient Multichannel MAC Protocol for QoS Provisioning in MANETs

( S. M. Kamruzzaman ),( Md. Abdul Hamid ) 한국인터넷정보학회 2011 KSII Transactions on Internet and Information Syst Vol.5 No.4

This paper proposes a TDMA-based multichannel medium access control (MAC) protocol for QoS provisioning in mobile ad hoc networks (MANETs) that enables nodes to transmit their packets in distributed channels. The IEEE 802.11 standard supports multichannel operation at the physical (PHY) layer but its MAC protocol is designed only for a single channel. The single channel MAC protocol does not work well in multichannel environment because of the multichannel hidden terminal problem. Our proposed protocol enables nodes to utilize multiple channels by switching channels dynamically, thus increasing network throughput. Although each node of this protocol is equipped with only a single transceiver but it solves the multichannel hidden terminal problem using temporal synchronization. The proposed energy efficient multichannel MAC (EM-MAC) protocol takes the advantage of both multiple channels and TDMA, and achieves aggressive power savings by allowing nodes that are not involved in communications to go into power saving “sleep mode”. We consider the problem of providing QoS guarantee to nodes as well as to maintain the most efficient use of scarce bandwidth resources. Our scheme improves network throughput and lifetime significantly, especially when the network is highly congested. The simulation results show that our proposed scheme successfully exploits multiple channels and significantly improves network performance by providing QoS guarantee in MANETs.

돈에 대한 태도와 시간압박이 2-30대 소비자의 쇼루밍과 역쇼루밍 행동에 미치는 영향

곽재근(Kwak, Jae Geun),김은경(Kim, En-Kyung),박지혜(Park, Ji-Hye),이예슬(Lee, Ye-Seul),유현정(Yoo, Hyun Jung) 충북대학교 생활과학연구소 2016 생활과학연구논총 Vol.20 No.2

Multichannel choice behavior stems from the wish to make the most efficient use of limited resources, and the most important resources for consumers are money and time. It will be thus worthwhile to investigate the effects of money and time on their multichannel choice behavior. The purpose of this study was to investigate the effects of money attitude and time pressure on the multichannel choice behavior of consumers mainly in their twenties. For that purpose, the investigator conducted a survey with showrooming consumers in their twenties or thirties to understand the impacts of money attitude and time pressure on their multichannel choice behavior, commissioning Macromil Embrain, a specialized survey agency, to do the survey. The major findings were as follows: First, the study looked into the real state of showrooming and reverse-showrooming(multichannel choice behavior) consumers and found that consumers in their twenties or thirties were active with showrooming and reverse-showrooming acts with more consumers doing showrooming than reverse-showrooming. Secondly, the universal characteristics of Korean people, who are largely influenced by the viewpoints of others and work hard not to lose their face, were reflected in the money attitude of consumers. In addition, they had difficulties with active product information search due to time shortage. Finally, the study examined the effects of money and time attitude on their multichannel choice behavior and found that their multichannel choice behavior was affected by means of being recognized, means of fulfilling emotions, and stinginess and distrust in the area of money attitude and by time pressure for information search, time pressure for purchase, and overall time pressure in the area of time attitude.

소비자 정보탐색 및 구매 단계에서 멀티채널(Multichannel) 선택 행동에 관한 연구

최자영 한국소비자학회 2004 소비자학연구 Vol.15 No.4

본 연구는 소비자의 정보탐색과 구매단계에서 온/오프라인 채널 선택 행동 방식을 유형화하고, 이러한 채널선택 행동을 쇼핑성향, 온라인 쇼핑에 대한 태도, 인구통계학적 변수들을 고려하여 분석하였다. 본 연구에서는 채널 선택 행동을 단일 오프라인 채널, 단일 온라인 채널, 멀티채널 오프라인, 멀티채널 온라인 구매자의 4가지로 유형화하고, 독립변수들의 영향력을 파악하기 위해 다항로짓(Multinomial legit analysis)을 통하여 분석하였다. 분석 결과, 카 채널선택 행동의 차이점을 가장 영향력 있게 설명하는 변수는 인구통계학적 특성인 연령, 소득수준, 교육수준으로 나타났다. 또한 단일 오프라인 채널 이용자와 멀티채널 이용자간에 가장 많은 차이가 나타났다. 본 연구 결과는 소매 유통 비즈니스에서 온/오프라인 멀티채널 융합 형태의 접근이 중요하게 고려할 필요성이 높음을 시사한다. This study presents a conceptual framework of multichannel choice behavior that can be predicted by shopping orientations, attitude toward online shopping, and demographics. I test the properties of this model through a multinomial logit analysis of the determinants of multichannel choice behavior using a series of demographics, shopping orientations, and attitude toward online shopping. The results show that the strongest factors affecting each type of multichannel choice behavior are age, income, and education level. The largest differences exist between single-channel offline purchasers and multichannel offline purchasers who search for information online but purchase at offline store. This study suggests that multichannel retailing approach should be considered in the retailing business sector.

웹 애니메이션산업에서 1인 창작자와 MCN 애니메이션 기업의 협업 활성화를 위한 정책방안 연구

김광회,임학순 한국만화애니메이션학회 2019 만화애니메이션연구 Vol.- No.54

This article is aimed at exploring the policy alternatives for promoting the cooperative linkage between web animator and multichannel networks in the web based animation industry. This is on the base of the recognition that independent web animation creators are likely to link with the new media platforms such as YouTube, social medias, moving image platforms. This article conducts the case study on the Zombara TV which has linked creative animators with new media platforms in the field of web based animation industry since 2016. The case is analyzed in terms of the cooperative linkage between creative animators and Zombara TV. In addition, this article conducts in depth interview of 11 persons including creative animators, the related persons of the Zombara TV and the public promotion organizations. As a result of analysis, creative animators are motivated to communicate with the views and develop the career as a professional animator. In addition, creative animators are likely to sign contracts with multichannel networks to increase their audience and advertising income and to extend the value chain of their animation contents. The multichannel networks seek to establish the new media platforms based business model through the creativity of a variety of creative animators. In addition, both all creative animators and multichannel networks seek to consider the branding as the primary motivational element. In doing so, the multichannel networks should continue to invest financial resources in the creative activities of the creative animators and nurture the production capacities of the creative animators. In addition, the multichannel networks should build the global business partnership in order to increase the business earnings from the global animation industry market. However, multichannel networks are facing various difficulties in cooperating with the creative animators in terms of financial vulnerability, uncertainty of the web animation industry and short term based business model. In this respect, this article concludes with a discussion of the policy alternatives for promoting the cooperative linkage as follows ; reinforcing the production and business capacity of the animators, developing MCN as intermediaries in the context of the hybrid cultural-commercial space of new media platforms, finally establishing the web animation business model in an age of new media platforms. 이 연구는 웹애니메이션산업 분야를 중심으로 뉴미디어 플랫폼을 둘러싼 창작자와 기업의 이해관계를 살펴보고, 창작자와 기업의 협업 체계를 구축하기 위한 정책 방향을 탐색하는데 목적을 두었다. 이것은 유튜브, 소셜미디어, 동영상 플랫폼 등 뉴미디어 플랫폼이 발전하면서 웹 애니메이션 생태계에서 창작자의 위상이 높아지고, 창작자의 창작 및 사업화 활동을 지원하기 위한 다중채널네트워크(MCN) 체계 또한 그 중요성이 커지고 있다는 인식에 바탕을 둔 것이다. 이와 관련하여 이 논문에서는 웹애니메이션 창작자들과 협업을 시도한 좀바라 TV의 사례를 창작자 관점, 기업 관점, 정책 관점에서 살펴보았다. 또한 창작자, 기업가, 정책 관계자들에 대한 심층 인터뷰 조사를 실시하였으며, 기존 애니메이션 정책을 분석하였다. 분석 결과, 웹애니메이션 창작자들은 뉴미디어 플랫폼과 MCN 사업자를 고객과의 소통, 창작자로서의 지속적인 경력 개발 및 브랜딩, 수익 창출 관점에서 인식하고 있는 것으로 나타났다. 애니메이션 MCN 사업자는 다양한 창작자들의 창의성을 활용하여 웹애니메이션 콘텐츠를 확보하고, 브랜딩 및 비즈니스 체계를 구축하여 수익을 지속적으로 창출할 수 있는 기반을 구축하는데 관심이 많았다. 그러나 웹애니메이션 창작자와 MCN의 협력관계는 웹애니메이션 시장의 불확실성, MCN 사업자의 취약한 재정 상황, 웹애니메이션 창작자에 대한 지속적인 투자의 한계, 뉴미디어 플랫폼 기반의 웹애니메이션 비즈니스 모델 개발 한계 등의 요인들로 인해 어려움이 있는 것으로 나타났다. 이와 관련하여 이 논문에서는 뉴미디어 플랫폼 맥락에서 창작자 발굴 및 비즈니스 역량 강화, 문화적- 상업적 중계자로서의 MCN 체계 구축, 웹애니메이션의 새로운 생태계 구축 등을 위한 정책 방안을 개발할 필요가 있다는 점을 제시하였다.

기대와 충족 간 차이가 유료방송서비스 지속이용의도에 미치는 영향

김영미 ( Young Mi Kim ),남상현 ( Sang Hyun Nam ),장병희 ( Byeong Hee Chang ) 한국지역언론학회 2015 언론과학연구 Vol.15 No.2

본 연구는 유료방송서비스의 지속이용의도에 영향을 미치는 요인을 찾고자 하였다. 이러한 목적을 위해 이용과 충족 이론에 기반하여 유료방송서비스 이용동기가 유료방송서비스의 이용과 밀접한 관련이 있을 것으로 모형화하였다. 그리고 기대가치 이론과 기대불일치 이론에 기반하여 이용 전 기대와 이용 후 충족 간 차이가 유료방송서비스의 지속이용의도에 영향을 미칠 가능성을 탐구하였다. 이러한 이론적 논의 과정을 통해 도출된 연구모형을 검증하기 위해 IPTV 및 디지털케이블TV 가입자500명을 대상으로 온라인설문조사를 한 뒤 회귀분석을 실시하였다. 회귀분석을 통해 대부분의 동기에서 기대와 충족 간 차이가 유료방송서비스의 지속이용의도에 유의미한 영향을 미치는 것을 확인하였다. 구체적으로 충족수준이 기대수준과 동일하거나 더 클 경우 충족과 기대 간 차이는 지속이용의도에 정적인 영향력을 미치는 반면 그 반대의 경우에는 충족과 기대 간 차이가 지속이용의도에 부적인 영향력을 미친다는 점을 발견하였다. The present study examined factors affecting a continuous use of multichannel TV service. Based on use and gratification theory, we designed research model which assumes the use motivations multichannel TV service are closely related with the continuous use of it. And we explored that prior expectation and a difference between the prior expectation and a gratification affect the continuous use of multichannel TV service applying expectancy-value theory and expectation disconfirmation theory. The research model was examined by regression analysis in a data of 500 consum-ers of IPTV and digital cable TV who participated in online survey. Results showed that the difference between the expectation and the gratification in most use motivations significantly affected the continuous use of multichannel TV service. Specifically, the difference between the expectation and the gratification positively affected the continuous use of multichannel TV service when the gratification was higher than the expectation. In the opposite case, however, the difference between the expectation and the gratification negatively affect the continuous use of multichannel TV service.