The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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A Study on the Gap Analysis between Expectation and Perceptions of Users for IPTV Services based on N-Screen Technology

N-Screen 기술 기반 IPTV서비스에 대한 이용자의 기대와 인지 간의 GAP분석에 관한 연구

  • Kim, Jun Soo (Graduate School of Business, Hanyang University) ;
  • Kang, Sang Ug (Privacy Protection Policy Division, National Information Society Agency) ;
  • Lim, Gyoo Gun (School of Business, Hanyang University)
  • Received : 2013.03.12
  • Accepted : 2013.05.20
  • Published : 2013.05.31
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Abstract

One of the recent important issues in IT fields is the convergence. It had been simply focused on functional convergence of technologyies. However the convergence in terms of businesses or services also has been made in recent years. The convergence between broadcasting and telecommunication industries can be possible because the e-transformation of broadcasting industry based on digital technology such as multimedia and multi-channel, can be combined with the high speed telecommunication network. It is giving a birth of various convergence services such as IPTV. IPTV is a kind of new service that is combined with the convergence of network, contents, and device. Nevertheless the controversy about the scope and the value of this new convergence service has constantly been raised; for example, what is the difference between IPTV and Internet TV? or what are the benefits that customers can have? This study measured the expectation level and the cognitive level of users before and after using the service and analyzed the gap between the importance and the satisfaction of the service. From this study, we proposed the priority of each function by analysing Importance-Performance Analysis(IPA) method to suggest required functions of IPTV service based on N-Screen technology. This study will identify the gap of awareness level between service providers and end users for the functions of broadcasting and telecommunications convergence service and suggest a solution enhancing user satisfaction.

최근 IT분야의 중요한 화두인 융합은 이전까지는 단순히 기술의 기능적인 융합에서 이루어져 왔다면, 최근에는 비즈니스 측면, 서비스 측면에서의 융합도 이루어지고 있다. 이러한 대표적인 유형으로서 방송통신융합은 방송산업의 디지털 전환으로 인하여 다매체, 다채널화 등과 같은 방송기술이 통신산업의 네트워크 광대역화와 융합이 가능해지면서 IPTV와 같은 융합서비스들을 출현시키게 되었다. IPTV는 방송과 통신의 융합이 본격화되면서 네트워크, 콘텐츠, 단말기의 융합이 종합적으로 결합된 새로운 서비스이다. 그럼에도 불구하고 IPTV가 인터넷TV와 무엇이 다르고 IPTV를 통해 소비자가 얻을 수 있는 편익이 무엇인지 등 새로운 융합서비스의 범위와 가치에 대해 논란이 제기되고 있다. 본 연구는 N-Screen 기반 IPTV서비스의 요구기능을 확인하기 위하여 해당 서비스에 대한 기대수준과 사용 후의 인지수준을 측정하기 위해 서비스에 대한 중요도와 만족도의 차이를 분석하고, IPA분석을 통해 각 항목별로 우선순위를 제시하였다. 이를 토대로 방송통신융합서비스 기능에 대해 제공자와 사용자 간의 인식수준 차이(Gap)를 규명하고, 사용자 만족도 제고를 위한 방안을 제시하고자 한다.

Keywords

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