논문 상세보기
IPTV services, as the convergence service of communication and broadcasting, are regarded as the essential information communication media in the New Economy era by providing the consumers with various services through the collaboration among communications, broadcasting and many of other media service providers. The research starts with recognition that, in the new media era, where communication and broadcasting are converging, there are endless demands for new services and various contents, which are driving forces behind the business model of IPTV. In other words, the research expected that customer satisfaction and purchase intention would be different according to the service quality(contents). It was expected that the difference of the perceived service quality(contents) could cause the difference of the process of adopting new technologies. The study on how consumers are satisfied with services provided, and which factors of the service quality have a more significant effect on consumer satisfaction will provide very valuable information for forecasting future trends in the IPTV market. The research tried to investigate factors which influence on consumer satisfaction and loyalty through an empirical survey with real users of IPTV services. Based on the results, the research suggested effective ways of diffusing IPTV.
I. 서론
1. 연구 배경
2. 연구 목적
II. 이론적 배경
1. IPTV 정의
2. IPTV 서비스 현황 및 IPTV 시장 전망
3. SERVQUAL 모델
4. 기술수용모형
III. 연구 방법
1. 연구모형
2. 연구가설
3. 분석방법
IV. 분석 결과
1. 요인분석
2. 신뢰성 분석
3. 상관분석
4. 구조방정식
V. 결론
1. 연구의 요약 및 시사점
2. 향후방향
VI. 참고문헌
