온라인에서의 지상파방송 동영상콘텐츠 지불의사에 영향을 미치는 요인: 저작권 인식, 콘텐츠 특성, 플랫폼 특성을 중심으로

The core of contents monetization is the consumer's willingness to pay. In the past, the terrestrial contents can be used through the frequency for free. As the terrestrial contents use via online services has been increased, the importance of willingness to pay for the broadcasting contents is getting bigger. To find critical factors which can influence on the willingness to pay for the terrestrial contents, independent factors are categorized into three. The independent factors are users' awareness for copyright protection, contents characteristics, and platform characteristics. The results show that attitude for paying, subjective norms for copyright protection, rapid providing of contents, quality of service, social critical point, and expected service value are found out as significant factors. This result implies that it is necessary to enhance platform competitiveness to survive in convergence environment and customer relationships should be reinforced to maintain them as loyal customers.