IPTV시장 활성화를 위한 탐색적 연구 -이용자와 잠재이용자간 비교를 중심으로-

Recently, multimedia industry has undergone a great change since IPTV service was selected as one of the nation’s promising telecommunication services owing to the Korean Government’s U-IT 839 policy. At the end of last year, the legislative bill for IPTV has passed at last after three years of heated discussion. Service providers have introduced real time IPTV one after another and IPTV age is expected to come starting this year. Unfortunately, despite of service provider’s urgent needs to understand consumers more deeply in order for its successful launching, there is a dearth of good literature examining how consumers perceive IPTV. This study tries to investigate consumers’ perception of IPTV and evaluate their attitudes towards the service in depth using quantitative approach. The result suggests that consumers have a conflicting image of IPTV; a positive image such as fun, new, useful, active and speedy and a negative image such as complicated and inconvenient coexist in consumer’s perception of IPTV. The empirical result from 3,387 participants shows that there is a difference in IPTV subscription rate according to demographic variables, consumption behavior, possessed device type and usage pattern of competing services. Also, there exists a gap between users and non-users in how they perceive IPTV in terms of its fun, ease of use and usefulness. In addition, this study provides a guideline for establishing a marketing strategy for IPTV by examining key factors that influence consumer satisfaction and the likeliness to take up the service. Finally, academic and practical implication is made, limitation is clarified and a direction for further studies is suggested.