개인의 가치, 특성, 품질이 IPTV 양방향서비스 수용에 미치는 영향 연구: TAM의 확장모형 (A Study on the Effects of Personal Value, Characteristics and Service Quality on the Acceptance of Interactive IPTV Service: An Extension of the TAM)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 36권 / 7호 / 1751 ~ 1783페이지
· 저자명 : 이상호, 김재범

초록

디지털기술의 발달로 인하여 방송미디어산업은 아날로그에서 디지털로 전환되고, 통신사업자는 방송통신융합 미디어인IPTV 출시직전에 있다. 국내에서 기존 방송산업계의 반발과 정부의 규제 갈등으로 IPTV의 법제화가 늦어지고 있는 반면, 이미 IPTV를 상용화한 전세계의 통신사업자들은 초고속인터넷의 강국인 한국에서의 IPTV 출시에 관심을 가지고 있다. 여타 미디어사업자들도 여러 종류의 양방향서비스를 제공하고 있으나, 디지털전환률이 미흡한 상황에서 수용자의 특성을 고려하고 투입자원의 ‘선택과 집중’ 전략이 필요하다는 지적이다.
본 연구는 IPTV를 준비하는 사업자가 양방향서비스를 개발할 때, 수용자인 고객의 입장에서 로드맵을 가져갈 수 있도록시사점을 도출하였다. 이를 위해 기술혁신 상품의 수용모형인 TAM을 확장하여, 융합미디어인 IPTV 양방향서비스를 수용하는데 있어, 개인의 특성 및 가치, 품질 등의 요인이 수용자의 선택에 미치는 영향을 분석하였다.
기존의 연구들이 전통적인 방송 미디어의 수용자관점에서 연구되었다면, 본 논문의 공헌점은 디지털 방송통신융합미디어인 IPTV의 양방향서비스에 집중하여, 출시를 준비하는 사업자들이 양방향서비스를 선택하는 데 있어 고객(수용자)의 특성 및 가치, 품질 기준 등을 고려하는 이론적 근거를 제시하였다는 것이다.
본 연구에서는 개인의 특성변수인 자신감과 혁신성이 지각된 용이성에 유의한 영향을 주고, 개인의 사회적 가치인 주관적규범과 경제적 효익은 지각된 유용성에, 개인의 미디어품질 기준인 신뢰성과 반응성은 사용의도에 영향을 주는 것으로 분석되었다. 이를 통해 연구자들은 서비스별로 세분화된 표적 접근, 서비스 품질의 차등화, 고객 커뮤니케이션 방안 등의사업자에게 줄 수 있는 시사점을 제시하고 있다.

영어초록

Advances in digital technology have reshaped broadcasting and multimedia industry from analogue to digital. Telecommunication carriers are on the verge of launching an Internet Protocol Television (IPTV). Legislations that regulate the IPTV have been delayed in Korea due at least partly to the resistance from the broadcasting companies and the conflicts between ministries in government. Advanced nations in Western Europe and North America have been keeping tracks of the IPTV trend in Korea, following the role of the nation as a leader in high speed internet. Players in the media industry are offering a variety of interactive services. Yet, due to a slow progress in conversion to digital, firms need to plan and implement focused strategies.
This study is concerned with how customers of IPTV craft a road map along with the progress of IPTV. This paper has applied and further extended a technology acceptance model (TAM) to examine the influences of personal characteristics, personality and perceived quality on the acceptance of IPTV.
Technology acceptance model has been widely utilized as a model to examine the acceptance of the product with new technology. Despite its wide application, there exist in dearth of literature that apply TAM to IPTV services. The existing literature has approached the issue in the traditional, quite often analogue, broadcasting media settings.
This paper rather focuses on the factors that customers take into account when they consider and accept the interactive services of IPTV. We specifically considered personal characteristics of customers and quality as potential factors for acceptance.
Empirical results show, first, that confidence and innovativeness as personal characteristic factors influence the perceived ease of use. IPTV is at least partly based on the new technology and users need to learn the skills to comfortably enjoy the service. The more confident users feel the confidence in their skills to use new service, the more positive they incline to use the new service IPTV. Secondly, subjective norms and economic benefits as a societal values influence perceived usefulness. As IPTV is a new digital interactive service, it is important that a certain number of people use the service and they recommend the service to others since such recommendation will lower the uncertainty faced by potential users of IPTV. Recommendation as a type of norm will positively influence the acceptance of the new service like IPTV.
Lastly, but not least at all, trust and responsiveness as quality of service influences behavioral intentions. Service providers of IPTV need to offer good quality across services in and around IPTV including picture quality and speed. If the provider may not be able to provide the same quality, they need to focus on several key areas that can mainly influence the perceived quality of the IPTV service.
Managerial implications from the study suggest the approach for segmented target for individual service, differentiation of service by target group, and improved communication.
Notwithstanding all the contributions, this paper is not without its limitations. IPTV service is not provided on a full scale and the legislation is still stuck in the process. After the full commercialization of the IPTV service, academics and practitioners can come up with new variables and test the acceptance level of the service. Also, the survey is on the sample with more than reasonable expertise on IT and broadcasting. The results of the survey on the general consumer will produce different results. This paper would leave all these remaining issues to the future research.

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