IPTV 서비스 가입의도에 나이가 미치는 조절효과에 관한 연구

Since its launch in 2009, Korea's IPTV service has occupied more than 50% of the paid broadcasting market and has rapidly increased the number of subscribers, but has recently shown a slow slowdown in growth rate. Therefore, efforts are being made to secure subscribers by responding to single-person households, supporting the mobile environment of IPTV, and distributing Second TV. However, the IPTV subscription rate for people in their 20s is lower than that for people in their 30s or older. Therefore, it is necessary to verify and analyze how the segmented and diversified age of subscribing to IPTV services has a moderating effect on the intention to subscribe to IPTV services. In this study, we viewed IPTV as an information system and applied UTAUT2 to analyze the moderating effect of age on intention to subscribe to IPTV. The results of the study revealed that price satisfaction had a negative (-) moderating effect on the intention to subscribe to IPTV services depending on age, and content popularity had a positive (+) moderating effect. Therefore, we conclude that efforts are needed to reduce price satisfaction in those in their 20s, and that continuous content popularity must be secured for all age groups.