Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Analyzing consumer preferences by major attributes of in-vehicle infotainment systems

차량용 인포테인먼트 시스템의 주요 속성에 대한 이용자 선호 분석

  • 김정환 (부경대학교 미디어커뮤니케이션학부) ;
  • 김민성 (고려대학교 미디어산업연구센터)
  • Received : 2022.04.06
  • Accepted : 2022.05.20
  • Published : 2022.05.28
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Abstract

With the advent of the autonomous driving era, automobiles are being discussed as an extension of the media. The growth of the in-vehicle infotainment(IVI) system can provide various benefits and values to the driver and passengers. Although the development and research of related technologies is being carried out, there has been no research that specifically identified users' valuation on the main attributes of IVI systems. This study uses conjoint analysis to investigate key attributes and users' preferences. The results indicate that the most important attribute for IVI system is provider, followed by system operation type, main service and content type. For each attribute, consumers prefer a detachable infotainment system provided by a telecommunication company, and prefer to use information-oriented services and content that they have previously consumed. This paper provides practical implications, especially in terms of convergence, that operators can refer to in IVI development.

자율주행 환경이 도래함에 따라 자동차는 미디어를 향유할 수 있는 공간으로 진화하고 있다. 차량 내 인포테인먼트(IVI) 시스템의 성장은 운전자와 동승자에게 다양한 혜택과 가치를 제공할 수 있다. 이를 위한 사업자들의 기술 개발 및 관련 연구가 이루어지고 있지만, 이용자가 실제로 원하는 IVI 시스템이 어떤 모습인지에 대한 연구는 부족했다. 이에 본 연구는 IVI의 주요 속성별 이용자 선호를 분석하고자 하였다. 이를 위해 인포테인먼트 서비스를 이용한 경험이 있는 운전자를 대상으로 컨조인트 분석을 실시하였다. 분석 결과 응답자들은 IVI의 여러 속성 중 제공사업자, 시스템 구동 형태, 중심 서비스, 중점 콘텐츠의 순서로 중요하게 생각하는 것으로 나타났으며, 통신사 주도형, 탈부착이 가능한 형태, 정보 중심의 서비스와 기존에 소비하던 콘텐츠 위주로 제공되는 인포테인먼트 시스템을 가장 선호하는 것으로 나타났다. 본 연구는 IVI 개발에 있어 사업자들이 참고할 수 있는 실무적 시사점, 특히 융합 관점에서의 시사점을 제공하며, 향후 전문가 조사에 기반한 연구가 이루어지면 의미 있으리라 기대한다.

Keywords

Acknowledgement

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2018S1A5A8029470)

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