Abstract
In this study VOD usage patterns(VOD use and paid amount) of IPTV users were investigated reflecting the level of media use characteristics such as TV viewing time, star preference, and genre preference. Also the impact of media using characteristics and the evaluation of guide channel on the intention to use VOD was analyzed. The web survey was conducted against the respondents who have used VOD and guide channel. The results are as follows. Among the media usage characteristics, star preference has the impact on the VOD use, while genre preference has relation to the willingness to pay for VOD. Secondly, the intention to view the guide channel, entertainment of the channel, and the users' genre preference have significant impacts on the intention to use VOD. Therefore, it is necessary to raise the viewing rate of guide channel by providing the customized promotion strategy and diverse events based on the analysis of VOD usage.
| Translated title of the contribution | A Study on Impact of Media Use Characteristics/Evaluation for Guide Channel on Intention to use VOD provided by Multichannel Service Provider |
|---|---|
| Original language | Korean |
| Pages (from-to) | 210-218 |
| Journal | 방송공학회 논문지 |
| Volume | 21 |
| Issue number | 2 |
| DOIs | |
| State | Published - Mar 2016 |