IPTV 서비스 가입에 영향을 미치는 요인에 관한 연구

Korea's IPTV service has been increasing its subscribers by an average of 8.6% per year over the past five years and the cord-cutting phenomenon that CATV companies in the US are facing is not occurring owing to OTTs. The reason for is that IPTV provides a VOD service similar to OTT, and IPTV's unique technical features such as providing additional real-time broadcasting and interactive services, production and distribution of its own content, combined service benefits, N-Screen, mobile support, and rate discounts. It is believed that service characteristics will affect subscription to IPTV services. An empirical analysis was conducted based on the UTAUT-2 theory to determine how the technical and service characteristics of IPTV, such as platform utilization, social trends, convenience of use, price satisfaction, and content popularity, are perceived and accepted by customers and affect service subscription. Through this, it was confirmed that IPTV platform utilization and price satisfaction are factors that influence subscription intention. As a result of the study, in order to increase IPTV service subscriptions, efforts to reduce the price perceived by customers and expansion and development of a media multi-platform model are necessary. It is meaningful in providing implications for the direction in which IPTV should compete and the establishment of growth strategies in a diverse media competitive environment.