디지털 컨버전스와 기술 혁신 수용

Abstract

In this study, we make progress together both a study of a macro view on innovation industry changing in digital convergence and a study of a micro view on IPTV service as the most representative of digital convergence industry by the subject as digital convergence and technology innovation adoption. We look into the first research on digital convergence industry as following; the evolution of digital convergence, converging telecommunication and broadcast media, may lead to the change of supply chain for all of the industries including a contents industry, like that internet made all of the industries changed. Absolutely, the change, mentioned above, is started from making consumer value improved. In this study, we applied Task-Technology Fit Theory in order to investigate a driver improving consumer value and predict the change of supply chain for industry related contents, based on the digital convergence technologies such as broadband and IPTV. Furthermore, we adopted an exploratory approach, and restricted industry’s scope to only product shopping, as a first step in developing an understanding of this vast field of research. The statistical analysis was examined by using a stepwise regression and ANOVA. That is to investigate fit relationship between convergence technologies and economic activities, and to examine differentiation of distribution channels as well as of three of the four product groups classified by De Figueiredo (2000). As the results of the analysis, we found the facts as follows. A broadband application has also the potential for fully positioning as one of the online distribution channels like internet. Moreover, to improve perceived value of consumer about a broadband channel, the most important factor is compatibility with his (or her) lifestyle and the habits in all of the classified products. In this study, we also found a few critical implications through the analysis of differentiation between product groups classified by degree of ease of quality assessment. Next, we look into the second research on IPTV service as following; contrary to the initially optimistic expectations for rapid penetration, recent market trends show that the growth of IPTV adoption by Korean households is disappointingly sluggish. Given the fact that IPTV is an innovative, path-breaking business model sprung from convergence of media and telecom, and that this media service is still in its early stage of launch, we attempted to understand key factors affecting IPTV subscriber’s satisfaction and decision to continue using the service. Since IPTV is still relatively new, and the exact features and characteristics of this media service are not well known to the general public, we drew upon the total customer experience theory to collect the data from the IPTV subscribers. In order to design a theoretical framework to comprehensively explain the process of formation of customers’ loyalty toward IPTV, we first investigated variables related to the functional characteristics of IPTV, consulting the existing literature on innovation adoption and diffusion theories. Secondly, we examined other categories of variables such as service quality and switching barriers. Finally, we developed a comprehensive model to explain the loyalty formation process among IPTV customers, using the selected variables. The results provide pointers for future research on the adoption and diffusion of new high-tech services.