• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.467-475
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• 2020

As the growth rate of IPTV VOD usage increases it is necessary to analyze VOD usage patterns systematically. This study divides VOD users into free VOD and paid VOD users, then explores how VOD usage motivations, usage patterns, and demographic factors affect the differences between two groups. The results show that social motivation, VOD satisfaction, using content after the holdback expiration, an intention to pay for ad-skip, the proportion of VOD usage, a VOD give-up experience, TV usage time, and SVOD usage time, are statistically significant. Except the VOD satisfaction factor, all of the factors analyzed are more likely to expect paid VOD users. Additionally this study found paid VOD users are more likely to use a SVOD service as an alternative one compared with free VOD users.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.119-126
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• 2021

Recently OTT video service has grown rapidly and has a negative impact on the growth of pay-TV subscribers. Consequently the substitution of OTT services for pay-TV services will begin. This study explores OTT usage patterns, dividing into three sectors (OTT service use, OTT usage volume, and paid-OTT service use), by considering users' demographice factors, smart device ownership, pay-TV subscription, and bundle service use, by employing the Mediapanel dataset. The results showed that age, income, smartTV usage, market size, cable/satellite subscribers, TV VOD expenses, movie VOD expenses, and mobile bundle use are associated with OTT service use. The results also showed that age, household sizes, tablePC usgage, cable/satellite subscribers, TV VOD expenses, other VOD expenses, and unlimited data plans are associated with OTT usage volume. Lastly the results showed that age, gender, income, tabletPC usage, cable subscribers, other VOD expenses, mobile bundle usage, and unlimited data plans are associated with paid-OTT service use.

• Journal of Broadcast Engineering
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• v.24 no.3
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• pp.506-514
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• 2019

This study classified the different types of service attributes being provided through cable VOD services and looked at how the key service attribute types affect the willingness to use paid VOD for each group of paid and non-experienced users. Studies have shown that for a group of non-experienced people, 'content information-oriented attributes' have the greatest impact, and for a group of experienced people, 'convenience-oriented attributes' have the greatest impact. Thus, expanding users of paid VOD services requires setting up step-by-step strategies that match their respective collective characteristics. For a group of non-experienced people, it is necessary to take a direct persuasion strategy through the provision of relevant information and an indirect approach strategy through the expansion of promotion opportunities, and for an experienced group, a strategy to expand functional convenience.

• The Journal of the Korea Contents Association
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• v.16 no.3
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• pp.447-465
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• 2016

This paper investigated main determinants of paid-VOD user satisfaction and re-purchasing intention in IPTV platform. The findings showed that 'perceived system quality' was the significant antecedent variable influencing 'perceived usefulness' and 'perceived cost'. Meanwhile, 'perceived content quality' had the insignificant effect on 'perceived cost, while strongly and positively affecting 'perceived playfulness'. Regarding the relative size effect on the relationship between the belief variables and re-purchasing intention, content quality, cost, usefulness and playfulness were higher in the order, implying that functional benefits, like price and quality is the most crucial factor facilitating re-purchasing paid-VOD. Likewise, several variables associated with user characteristics and situation were employed as moderating variables to examine their impact on the process of formation of belief, satisfaction and intention. We found that there were distinct differences in value cognition and satisfaction level among users, depending on IPTV acceptance period, paid-VOD purchasing frequency, age and income level.

• Korean journal of communication and information
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• v.46
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• pp.9-36
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• 2009

In a competitive media environment, Internet Protocol television (IPTV) has gained appeal because of its essential characteristics, 'Internet and Interactivity'. Our study aims to explore predictors that affect IPTV-VOD adoption within the context of competing media (i.e., existing multi-channel video programming services, such as cable television and digital broadcasting satellite services). In addition, this study examines if IPTV-VOD functions as a substitute for existing multi-channel services, such as cable television and direct broadcasting satellite services. A self-report survey through face-to-face interviews was conducted in Seoul metropolitan area and other six big cities. Our findings showed that primary factors for adopting an IPTV-VOD are: age of user, subjective importance of terrestial broadcasting services, real-time terrestrial broadcasting services, and other interactive service characteristics, such as time-shifting. Also, IPTV-VOD services were found to be a substitute for existing multi-channel video programming services.

• The Journal of the Korea Contents Association
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• v.16 no.11
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• pp.91-102
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• 2016

This paper investigates the relationship between the Pay TV subscriber's genre preference and VOD purchase by analyzing actual purchase data of movie VOD of IPTV subscribers for 8 months. The result shows as follows. First, in case of purchasing movie contents below 4000 won, user's genre preference was higher than that of using contents over 4,000 won. This means the subscribers tend to follow their genre preference when the mass-typed recommendation is limited. Second, those who purchase foreign contents show higher genre preference than those who purchase domestic movies. Third, subscribers who purchase more frequently and much more tend to use more diverse genres. Heavy users or those who have higher willingness to pay would consume more diverse contents. It implies that VOD use would increase by supplying the personal recommendation service based on the subscriber's genre preference.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.524-532
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• 2021

Smart TV is rapidly growing with the provision of OTT services, and has become an alternative to pay-TV services. Yet smart TV in Korea has been diffused slowly, and thus few research has paid attention to smart TV. With the global growth trend of smart TV, research on smartTV, focusing on users' characteristic and their behaviors, is critical to explain smart TV's usage. To employ the Mediapanel dataset, this study explores the impact of smart TV users' demographic factors and their pay-tv usage on smart TV usage. The results suggested that age, the type of household, household income, and market size are associated with smart TV usage. Pay-TV usage, specifically IPTV subscription and VOD expenses, have impacts on smart TV usage. Lastly the interaction effect between IPTV subscription and movie VOD expenses, has negatively associated with smart TV usage. This study may bring to re-attention to smart TV and to give insights into the industry field.

• 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.

• The Journal of the Korea institute of electronic communication sciences
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• v.8 no.2
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• pp.255-261
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• 2013

On the study of latest internet based video service diffusion of global broadcasting market. Code cutting of Pay broadcasting user because of Crisis of the pay market. On the other hand OTT(Over-The Top) service growth is pay-TV competitors. Accordingly this study perceived ease of use, perceived usefulness and satisfaction for analysis of internet based video service user. Analysis centered of correlation, regression that perceived ease of use, perceived usefulness and satisfaction.

• 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.