Audience Activity for Digital Media: In the Study of PPV(Pay Per View) Use

디지털 미디어 수용자의 능동성에 관한 연구: PPV(Pay Per View) 이용행태를 중심으로

In the era of digital media, one of the most distinctive characteristics is the activity what audience play. This characteristic can be particularly demonstrated in the case of PPV(Pay-Per-View) use. Since this service is related with payment by audience according to each behaviour of their own media use. In doing so, this paper explores the characteristics and behavioral pattern in PPV use. In particular, the study tries to predict from the result that which trait of characteristic can explain the adoption of PPV. The analytical result shows that PPV users are much more active in gathering information as well as achieving the diversity in terms of program choice compared to non PPV users. At the same time, PPV users are prone to be unsatisfied against the other media and naturally willing to adopt the new media. PPV users are much more keen to use toward age related programme classification system in order to protect their children from inappropriate programmes. The variable of participational behaviour is the most relevant variable to predict the degree of PPV use, however, it fails to predict to distinguish the PPV users group from non PPV users group. It maybe given as a conclusion that PPV users are much more active in not only choosing their own program they like to watch but also planning ahead for maximising their pleasure from viewing.

본 연구는 PPV 서비스 이용자와 비이용자의 두 개 집단으로 나누어 이들의 능동성 정도를 비교하고, PPV 서비스 이용자를 대상으로 능동성 정도가 PPV 이용을 예측할 수 있는지를 발견하고자 하였다. 이를 위해서 능동성을 선택적 행동과 참여적 행동의 두 개의 하부개념으로 나누어 측정하였다. PPV 이용집단의 특성을 보면, 이들은 비이용 집단에 비해서 위성방송을 이용하기 위해서 선택적 행동을 많이 하는 사람들이다. 한편 PPV 이용 정도를 가장 많이 예측할 수 있는 능동성 변인은 참여적 행동이었다.