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영화관람방식에 따른 인터넷VOD의 소비의향 분석 (pp.120-142)
고정민(Ko Jeongmin),안성아(Ahn Sung-ah),이백헌(Lee Backhun) 한국문화산업학회 2010 한국문화산업학회 학술대회 Vol.2010 No.2
The objective of this study is to segment movie audience based on movie consumption media and analysis the characteristics of the segments. Also, we measure their purchase intension of premium internet VOD service newly launched. The online survey is performed by 1,368 netizen. After data collection, four groups are classified as a result of clustering statistical method. The first cluster, Theater type, has very high dependency upon theater. and the second cluster, Multimedia type, chooses internet, DVD, TV, mobile as well as theater. And the third cluster, TV type, watches motion picture via IPTV and cableTV. The last cluster, Internet type, uses internet and DVD for seeing movie. The Multimedia and Internet type have very high purchase intention of new internet VOD service, whereas the TV type has very low inclination. Finally, the result that the purchase intention of the new internet VOD service depends on the lifestyle of using media will be applied for segmentation and targeting strategy in launching that service.
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