• Title, Summary, Keyword: VOD 월정액

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Determinants of the Users' Intention to Retain the Monthly Movie Subscription VOD in the Pay-TV:A Dual Model of Dedication-Based and Constraint-Based Mechanisms (유료방송 영화 VOD 월정액 서비스 이용자의 가입유지의도에 영향을 미치는 요인에 관한 연구: 자의기반과 구속기반 메커니즘의 이원적 모형을 중심으로)

  • Jo, Sungkey
    • The Journal of the Korea Contents Association
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    • v.19 no.9
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    • pp.57-66
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    • 2019
  • This study investigates the factors influencing to users' intention to retain monthly movie subscription VOD service in the Pay-TV. A dual model of a dedication-based mechanism and constraint-based mechanism used as the analytical framework for the service subscription retention. This study surveyed the total of 366 respondents who aged 15 years or older among the subscribers who use monthly movie subscription VOD service in Pay-TV from May 8 to May 14, 2018 through online surveys. And the study used SPSS 25 and AMOS 21 for data analysis. The results of the analysis are as follows. First, the price, the contents diversity and the ease of use were found to affect the user satisfaction. From three components, the price is the most effective and the ease of use is the next. Second, user satisfaction were found to affect the intention to retain a subscription in the dedication-based mechanism. Third, procedural switching cost were found to affect the intention to retain a subscription in the constraint-base mechanism.

Effect of the VOD Holdback Strategy Change on IPTV and Cable TV VOD Usage (VOD 홀드백 정책 변화가 IPTV와 케이블TV VOD 이용에 미치는 영향)

  • Cho, Sukhyun;Chung, Donghun
    • The Journal of the Korea Contents Association
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    • v.15 no.5
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    • pp.142-150
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    • 2015
  • This study examines the effect of changes in the content distribution strategy on VOD usage by comparing the VOD usage pattern following the changes in the IPTV and Digital Cable SVOD holdback policy. The result of this study shows that after changing the SVOD holdback from one week to three weeks, the VOD usage decreased up to 50 percent while paid VOD revenue increased as a result of the rise in PPM. The time series analysis shows statistical decrease in the number of SVOD usage, SVOD usage per user, and PPV revenue per user while VOD revenue per user increased significantly. Moreover, SVOD usage within the drama genres such as mini-series, weekend series, weekend special series, and sitcom decreased significantly. This research provides a case study on the effect of the broadcaster's content distribution policy on the VOD user behavior thus proposing broadcasters and platform operators the ways of establishing distribution strategy as well as invigorating the VOD usage.