대학생들의 N-스크린 유료 서비스 이용의도 결정요인에 관한 연구

Abstract

방송과 통신의 융합과 더불어 다양한 스마트 기기의 등장과 함께 N-스크린 서비스는 차세대 융합 서비스 플랫폼으로 새롭게 떠오르고 있다. 하지만 아직까지 N-스크린 유료 서비스의 활성화는 미진한 상황이며 이와 관련한 연구들은 산업적, 제도적, 기술적인 측면에만 치중되어 있는 경향을 보인다. 따라서 본 연구는 잠재적 수용자를 중심으로 N-스크린 유료 서비스 이용의도에 영향을 미치는 주요 요인들을 살펴보고 어떠한 인과관계가 존재하는지를 설명하는데 목적이 있다. 이를 위해 본 연구에서는 개인의 혁신성과 사회적 영향력(사회적 이미지, 주관적 규범), 비용의 영향력(비용 부담감, 인지된 비용의 합리성) 측면에서 외부변수를 설정하였으며 이러한 외부변수들이 기술수용모델의 인지된 유용성과 용이성, 그리고 N-스크린 유료 서비스 이용의도에 직, 간접적으로 영향을 미치는 연구모형을 제시하였다. 실증적 분석에는 구조방정식 모형을 이용하였으며 이에 따른 결과를 정리하면 다음과 같다. 먼저 외부변수가 인지된 유용성과 용이성, 그리고 N-스크린 유료 서비스 이용의도에 미치는 영향에 대해 알아본 결과 인지된 유용성에 영향을 미치는 요인은 인지된 비용의 합리성과 비용의 부담감이 정적으로 유의미한 영향을 미치는 것으로 나타났으며 인지된 용이성에는 주관적 규범, 혁신성, 인지된 비용의 합리성, 그리고 비용 부담감의 순으로 정적인 영향을 미치는 것으로 나타났다. 또한 외부변수가 직접적으로 이용의도에 미치는 영향에 대한 결과로는 사회적 이미지, 인지된 비용의 합리성, 비용 부담감의 순으로 영향을 미치는 것으로 확인되었다. 이를 통해 비용의 영향력이 N-스크린 서비스의 유용성과 용이성, 그리고 이용의도에 유의미한 영향을 미치는 중요한 요인인 것으로 밝혀졌다. 한편 이용의도를 결정하는 변인으로 제시된 인지된 용이성과 인지된 유용성의 경우에는 인지된 유용성만이 N-스크린 유료 서비스 이용의도에 영향을 미치는 것으로 나타났다. N-스크린 유료 서비스는 아직 시행 초기단계라는 점에서 잠재적 수용자만을 대상으로 측정하였기 때문에 인지된 용이성과 같은 경험에 따라 그 신념의 정도가 달라질 수 있는 요인은 이용의도에 영향을 미치지 않은 것으로 볼 수 있다. 연구의 결과를 전반적으로 살펴보면 본 연구에서 설정된 외부변수들은 인지된 유용성보다는 인지된 용이성에 많은 영향을 미치는 것으로 나타났다. 잠재적 수용자들은 스마트 미디어를 이용하여 콘텐츠의 손쉽게 이용할 수 있다는 장점에 대한 인식이 강한 반면에 N-스크린 유료 서비스 자체가 주는 유용성에는 큰 영향을 못 미친다는 결론을 지을 수 있다. 따라서 N-스크린 유료 서비스만의 차별화된 콘텐츠의 생산 및 활성화가 필요할 것으로 간주된다. 본 연구는 기술수용모델의 확장모형을 통해 N-스크린 유료 서비스 수용에 중요한 역할을 하는 요인에 대한 영향력을 검증하여 수용과정을 보다 이론적으로 해석할 수 있는 기반을 마련하였다는 점에서 그 의의를 찾을 수 있다. 후속 연구에서는 N-스크린 유료 서비스 이용의도가 실제 이용행위까지 영향을 미치는지에 관한 확장된 연구가 필요할 것이다. 또한 단순히 대학생이 아닌 모집단을 잘 대표할 수 있는 표본이 구성 될 수 있도록 다양한 인구통계학적 속성을 고려하여야 할 것이다. 마지막으로 N-스크린 유료 서비스의 수용에 있어 새로운 변수들에 대한 탐색이 필요하며, 다각적인 연구의 시도가 이루어져야 할 것이다. | With the convergence of broadcasting and communication and the emergence of various smart devices, N-Screen Service has surfaced as a next-generation convergence service platform. However, the activation level of N-Screen Premium Service is still poor, and related studies seem to concentrate on industrial, institutional, and technological aspects. This study thus set out to examine principal factors influencing intention to use N-Screen Premium Service among potential users and explain what kind of causal relation was there. For those purposes, the study set external variables in the aspects of individual innovativeness and social influence (social image, subjective norm) and cost influence (cost burden, perceived cost rationality). A research model was then proposed in which those external variables would have direct and indirect influence on perceived usefulness and ease of use in the Technology Acceptance Model (TAM) and on intention to use N-Screen Premium Service. Finally, empirical analysis was performed with a structural equation model. The findings were as follows: First, it was examined what kind of impact the external variables would have on perceived usefulness and ease of use and intention to use N-Screen Premium Service. As a result, perceived cost rationality and cost burden had significant positive effects on perceived usefulness. Subjective norm had the greatest influence on perceived ease of use, being followed by innovativeness, perceived cost rationality, and cost burden in the order. Social image had the biggest impacts on intention to use, being followed by perceived cost rationality and cost burden in the order. Those findings indicate that cost influence is an important factor having significant effects on the usefulness, ease of use, and intention to use of N-Screen Service. Of perceived ease of use and usefulness presented as variables to determine intention to use, only perceived usefulness influenced intention to use N-Screen Premium Service. It is because factors whose conviction can vary according to experience such as perceived ease of use have no influence on intention to use since only potential users were measured given the fact that N-Screen Premium Service is still in the early stage. As for overall results, the external variables of the study had more impacts on perceived ease of use than perceived usefulness. It was concluded that potential users are strongly aware that they can easily use content with smart media and that the advantage does not have big influence on the usefulness of N-Screen Premium Service itself, which raises a need to create and activate differentiated content for N-Screen Premium Service. The study claims its significance in that it built a foundation for interpreting the acceptance process more theoretically by testing the influence of factors playing an important role in the acceptance of N-Screen Premium Service through the extended model of TAM. Follow-up study needs to expand the scope to figure out whether intention to use N-Screen Premium Service will even affect actual usage acts and take into account various demographic attributes to obtain a sample representing the population well rather than simple college students. Finally, it is also necessary to explore new variables in the acceptance of N-Screen Premium Service and attempt to conduct multilateral research on it.; With the convergence of broadcasting and communication and the emergence of various smart devices, N-Screen Service has surfaced as a next-generation convergence service platform. However, the activation level of N-Screen Premium Service is still poor, and related studies seem to concentrate on industrial, institutional, and technological aspects. This study thus set out to examine principal factors influencing intention to use N-Screen Premium Service among potential users and explain what kind of causal relation was there. For those purposes, the study set external variables in the aspects of individual innovativeness and social influence (social image, subjective norm) and cost influence (cost burden, perceived cost rationality). A research model was then proposed in which those external variables would have direct and indirect influence on perceived usefulness and ease of use in the Technology Acceptance Model (TAM) and on intention to use N-Screen Premium Service. Finally, empirical analysis was performed with a structural equation model. The findings were as follows: First, it was examined what kind of impact the external variables would have on perceived usefulness and ease of use and intention to use N-Screen Premium Service. As a result, perceived cost rationality and cost burden had significant positive effects on perceived usefulness. Subjective norm had the greatest influence on perceived ease of use, being followed by innovativeness, perceived cost rationality, and cost burden in the order. Social image had the biggest impacts on intention to use, being followed by perceived cost rationality and cost burden in the order. Those findings indicate that cost influence is an important factor having significant effects on the usefulness, ease of use, and intention to use of N-Screen Service. Of perceived ease of use and usefulness presented as variables to determine intention to use, only perceived usefulness influenced intention to use N-Screen Premium Service. It is because factors whose conviction can vary according to experience such as perceived ease of use have no influence on intention to use since only potential users were measured given the fact that N-Screen Premium Service is still in the early stage. As for overall results, the external variables of the study had more impacts on perceived ease of use than perceived usefulness. It was concluded that potential users are strongly aware that they can easily use content with smart media and that the advantage does not have big influence on the usefulness of N-Screen Premium Service itself, which raises a need to create and activate differentiated content for N-Screen Premium Service. The study claims its significance in that it built a foundation for interpreting the acceptance process more theoretically by testing the influence of factors playing an important role in the acceptance of N-Screen Premium Service through the extended model of TAM. Follow-up study needs to expand the scope to figure out whether intention to use N-Screen Premium Service will even affect actual usage acts and take into account various demographic attributes to obtain a sample representing the population well rather than simple college students. Finally, it is also necessary to explore new variables in the acceptance of N-Screen Premium Service and attempt to conduct multilateral research on it.