유료방송 플랫폼에서의 극장동시상영 VOD의 구매요인에 관한 연구: 프리미엄 VOD의 구매요인과의 비교를 중심으로

This study investigates Super Premium VOD service which enhances the value of movies and compares the influential factors of purchasing Super Premium VOD supplied in the Pay-TV platform with those of premium VOD service. The outcome of the study is summarized as follows. To begin with, the foreign movies are distributed more than the domestic movies as SPVOD service during the theatrical release and the movie distributors have positively adopted SPVOD. Secondly, both SPVOD and PVOD services are all affected by the screen numbers. SPVOD is influenced by the numbers of the audiences while PVOD service is affected by the numbers of the screenings. Lastly, the sales records of the VOD are affected by the audience size regardless of the VOD types. This result implies that SPVOD contributes the development of Pay- TV industry by increasing users’ the willingness to pay of based on the time value. Also, SPVOD service will enhance earning rates of diverse movies in the following windows.